AC Transit Valentine's Day Cards

Target Audience: AC Transit bus riders and community members

Strategy Objective:We created 12 Valentine's Day card designs with bus and AC Transit-themed captions in English, Spanish, and Chinese. The perforated sheets of three produced by our in-house Print Shop were made available onboard our coaches and downloadable on our website. On Valentine's Day, staff went out to hand out these cards to riders. More than 20,000 were produced and available on our fleet. Additionally, these items were promoted via social media and were provided via a download link on our website where riders could print out their favorites and give to to their friends, bus driver, and others.

Situation Challenge: Valentine's Day is celebrated in February and one of the traditions is to giving Valentine's cards. We wanted to engage our riders and show our appreciation of them and give them a way to show their appreciation for others.

Results Impact: The cards were available on our website for one month on our Connect with Us page. The page saw a 93% increase in page views over the previous month. On social media, the campaign drew a 7.1% engagement rate, 18% higher than all other content on like platforms. It also made up 12% of the total link clicks from social media.

Why Submit: This campaign created an immense amount of buzz from both employees and riders alike. The excitement for these cards was not only evident in the anecdotal feedback but in the metrics as well. The 18% jump in engagement rate and the 93% increase in web page views highlights the excitement these cards created with our riders. Getting our riders engaged is of the upmost importance and that's why we think this should win a 2024 AdWheel.