THE CHALLENGE
Litter continues to diminish Louisiana’s quality of life while inflicting lasting damage on our environment. Yet despite widespread concern, many residents remain uncertain how to take meaningful action. The mission was clear from our client Keep Louisiana Beautiful: transform community inaction into purposeful engagement by educating and mobilizing residents across all Louisiana communities during Love The Boot volunteer week.
OUR STRATEGY
We developed a comprehensive statewide campaign designed for maximum flexibility and reach. Our approach focused on vividly illustrating litter’s environmental impact while showcasing accessible, actionable solutions that every Louisiana resident could implement in their own community.
THE SOLUTION
We deployed a sophisticated omnichannel approach, strategically targeting users at every stage of their decision-making journey. Our expanded media mix incorporated cutting-edge digital display advertising, native content integration, and dynamic digital out-of-home placements. Through strategic restructuring of our Meta advertising infrastructure, the Roux digital team achieved remarkable efficiency gains—driving substantially higher impression volumes and lead generation while simultaneously reducing overall cost-per-thousand impressions (CPM).
OUTSTANDING RESULTS
This campaign exemplifies the transformative power of seamlessly integrating traditional and digital media to drive genuine community engagement. By maintaining consistent, compelling messaging across all touchpoints, we not only elevated awareness but catalyzed unprecedented community action for environmental good.
The numbers speak for themselves—this media campaign powered the most successful Love The Boot initiative in the program’s history:
1,408
Organize Event Leads Generated
26,935
Active Volunteers Mobilized
81,852
Total Volunteer Hours Contributed
2,551
Digital Campaign-Driven Volunteer Sign-Ups
85,214
Website Page Visits (+202% Year-over-Year Growth)
266%
Increase in Total Impressions (achieved with only 121% increase in ad spend)
This campaign demonstrates how strategic media planning and execution can transform awareness into action, creating measurable impact for Louisiana communities and the environment we all share.
