Social Media campaign: Lynnwood Link #SnoCo #1Line

Target Audience: The Lynnwood Link social media campaign was created to attract ridership to the extended 1 Line including four new platforms connecting King and Snohomish counties. Riders included people familiar with the 1 Line and riders who would be using public transit for the first time.

Strategy Objective:We wanted to show people how the 1 Line extension to Lynnwood would help make their lives easier and places to go more accessible. We identified key parts of the rider journey based on data-driven research, provided some behind-the-scenes moments with internal teams and a few community-driven human-interest pieces to show the variety of benefits additional public transportation would bring specifically to their area.

Situation Challenge: Voter approval for the Lynnwood Link happened in 2008, so the anticipation for opening day was high. People who had been a part of the transit community were excited to see the expansion between the two counties. While bus routes and the Sounder have been consistent options, having the Link extension would provide another affordable choice for folks in the area.

Results Impact: The campaign launched on Sound Transit's Facebook, X/Twitter, Instagram, Instagram Stories and LinkedIn channels. A few posts received paid promotion through Meta's boost feature to expand our reach beyond our page followers on Facebook and Instagram. The campaign ran for 7 weeks and resulted in 5.1MM impressions, 22.4K reactions, comments and shares and 13,266 link clicks. Total ridership on opening day was 27K and ridership 2 months post opening was around 500K+.

Why Submit: One thing that separated this campaign from our other work was the direct focus on featuring people in our creative. Often our rail activation content would focus on the vehicles. Our research showed that our social audiences enjoyed seeing people out in the field or people sharing their stories, even if it made the content a little longer. This was a creative and strategic content jump for us that resulted in positive brand awareness and strengthened our relationship with our social media audiences.