The World LPG Association ran an auto propane/autogas air quality social media campaign throughout June and July 2020 to leverage on-line air quality discussions around COVID-19 and educate key stakeholders on the benefits of auto propane.
The campaign’s core consisted of a 6-week WLPGA paid promotion on Twitter, focusing on 10 key markets chosen based on on-line conversation analyses where air quality/pollution was being discussed in relation to COVID-19, those with autogas opportunities, and those providing a geographical/regional balance. The campaign provided general content focusing on the key messages of affordability, air quality and retrofit accessibility and appeared on the WLPGA Twitter feed and CPA social media platforms including LinkedIn and Twitter.
The campaign also featured a new auto propane video, featuring an Ontario fleet powered by propane.
The CPA retweeted these messages to broaden the reach and amplify the message complimenting existing initiatives in your companies and driving discussion to the CPA’s propane resources and activities in Canada. Results as of July 10 show significant success. Promoted tweets resulted in 278,000 impressions and 6,500 engagements. The video attracted close to 16,000 views.
If you have any questions about this campaign or other CPA marketing initiatives, please contact Tammy Hirsch, Senior Director, Marketing and Communications at tammyhirsch@propane.ca.