The Client’s Challenge:
The Denali Express Chevron Network has a big heart for their local, Anchorage community. They support multiple, local charities with a vision for involvement beyond merely financial donation, though they give a great deal. Formerly without a significant online presence, their goal was to increase awareness for their social programs on Facebook and Instagram in a way that both boosted their business and attracted more advocacy for the causes they support.
The Denali Express Chevron Network runs two campaigns over the course of the year to raise money their two biggest causes:
- Alaska Run for Women – From race day until October, Chevron sells private label pink ribbon water bottles in their stores to raise money for breast cancer research and awareness. In 2018, Chevron sponsored the race at almost $20,000 and volunteered on race day to hand out free water bottles to racers at the finish line. We launched a press release announcing their support and promoted the event on social media as well as the in-store promotion over the duration of the campaign. At the race, we interviewed and took pictures of breast cancer survivors to share their stories online after the event.
- Fuel Your School – During the month of October, Chevron donates $1 to teachers and students in the Anchorage School District each time a customer purchases 8 gallons of gas or more at one of their stations. This money goes to purchasing supplies for classroom projects through their Fuel Your School program. In 2018, Chevron raised over $100,000 for local classrooms and volunteered to deliver the supplies at some schools. We launched two press releases, one introducing the program and the second announcing the results. We promoted Fuel Your School on social media, encouraging Anchorage drivers to #ChooseChevron for their gas over the course of the campaign.
In addition to these two campaigns, we ran two contests to further show Chevron’s heart for women’s issues and Alaska teachers:
- Give Your Teacher a Spring Break – In March and April, parents and students in the Anchorage School District could nominate their teacher for their choice of an adventure package from local businesses in three prize categories. To enter, they had to submit information about their teacher so that we could contact them for their prize, a photo, and an interview. We launched a landing page, a press release to announce the campaign, and we advertised on social media. After the campaign, we published highlights of some of the teachers who had won.
- #LoveMyAKMom – In April and May, anyone in the Anchorage community could nominate their mom to win one of 100 free hanging flower baskets from a local florist. To enter, they had to submit a photo and a story about their mom, perhaps about a favorite moment or memory. We launched a WooBox contest page and we advertised the campaign on social media, sharing the mom’s photos and stories as the campaign progressed.
In all of these campaigns, we harnessed human interest by focusing on the photos and stories of the teachers and moms who won, the breast cancer survivors who participated in Alaska Run for Women, and the classrooms who received support through Fuel Your School. These posts naturally gained traction on social media as the people and communities involved were inclined to share and reshare the photos and stories of people they knew.
The Amazing Results:
The money raised—almost $20,000 for Alaska Run for Women and over $100,000 for Fuel Your School—represent the impact of Chevron’s community support. Almost 100 local teachers were nominated for Give Your Teacher a Spring Break and over 50 local moms were celebrated through #LoveMyAKMom. The campaign numbers are as follows:
- Alaska Run for Women – This campaign achieved impressions of 93,080 and reach of 30,875 on a budget of $1,270.03.
- Fuel Your School – Fuel Your School achieved impressions of 57,765 and a reach of 20,767 on a budget of $469.99.
- Give Your Teacher a Spring Break – This campaign achieved impressions of 201,999, a reach of 54,121, and 2,098 clicks on a budget of $1,534.99. The average cost per click (CPC) was $0.73, 57.6% less than the national average of $1.72. The average click-through rate (CTR) was 1.04%, 115.6% higher than the national average of 0.90%.
- #LoveMyAKMom – #LoveMyAKMom achieved impressions of 178,100, a reach of 42,330, and 3,498 clicks on a budget of $1,256.53. The average cost per click (CPC) was $0.36, 79.1% less than the national average of $1.72. The average click-through rate (CTR) was 1.96%, 217.8% higher than the national average of 0.90%.
Overall, the campaign beat national averages while raising awareness for Chevron’s social giving programs, inspiring participation and advocacy.
In Their Words:
“Beacon has far exceeded our expectations with this campaign and in bringing our efforts in the community to light. We have received positive results and reactions from community members and more importantly, a significant increase in our fundraising efforts for these important causes.”
– Michelle Engelke, Representative of the Denali Express Chevron Network in Alaska