Foothill Transit's Hydrogen Fuel Cell Social Creator Campaign for Environmental Awareness of New Hydrogen Buses

Target Audience: Current, previous, and potential Foothill Transit customers, stakeholders, and social media followers, as well as the social media influencer's audience across all of their social platforms.

Strategy Objective:Our goal was to spark enthusiasm, boost ridership, and inform the public about Foothill Transit's dedication to zero-emission solutions for cleaner air. To achieve this, we collaborated with six influential social figures from various niches, including science, sustainability, and lifestyle. Through their voices and perspectives, we crafted a series of videos, fostering trust and expanding our message to new audiences. This strategic approach extended our reach to platforms like TikTok and YouTube Shorts, where we previously had limited to no presence.

Situation Challenge: Foothill Transit has been committed to clean and sustainable transportation since 2010, and at the end of 2022, they launched their long-awaited hydrogen fuel cell buses. This fleet of 33 HFC buses is the largest in California and the largest procurement of HFC buses in North America. Foothill Transit wanted to educate and demonstrate how important this new technology is for a clean and sustainable future through established voices across selected niche communities. With the shift to hydrogen fuel, customers and stakeholders needed education on the new technology being purchased.

Results Impact: Foothill Transit's influencer partnership significantly expanded our campaign's reach, engaging new users and educating a diverse, cross-platform audience about our sustainability efforts. The six videos amassed 194,580 views and received 12,611 engagements on Facebook, Instagram, TikTok, and YouTube. User sentiment reflected widespread appreciation for public services embracing eco-friendly solutions, with viewers expressing gratitude and excitement for our new fleet of buses. This collaboration established relationships with creators and local influencers who can be future brand ambassadors for future ridership and zero-emissions campaigns.

Why Submit: This entry merits an AdWheel Award for its impactful reach and influence. By partnering with diverse influencers in science, sustainability, and lifestyle niches, Foothill Transit engaged 200K viewers and received 12,611 engagements across Facebook, Instagram, TikTok, and YouTube. This innovative strategy effectively communicated Foothill Transit's groundbreaking initiative—the largest fleet of 33 hydrogen fuel cell buses in California, promoting clean and sustainable transportation. The campaign generated excitement, increased public awareness, and fostered appreciation for eco-friendly public services. This initiative stands out for its extensive reach, innovative approach, and positive community impact.