Super Duty Series

Target Audience: The target audience for this video series is the general public. We wanted to give the people a glimpse at how METRO's Heavy Repair Team keeps them safe, while also providing links to employment opportunities.

Strategy Objective:Our strategy was to make our content unique by employing a storytelling approach. We believe that storytelling is one of the most captivating techniques to convey messages and information. Everyone loves a good story. So, we wanted to tell the stories of hard-working METRO employees. These dedicated public servants work behind the scenes to ensure METRO provides safe and reliable transit to Houston and the surrounding region.

Situation Challenge: We wanted to give the public a behind-the-scenes look into what makes a large transit organization run and show the human side of the Authority. METRO's Super Duty Jobs series included three videos that highlight the hard-working people of METRO who help make safe, clean, reliable, accessible, and friendly public transportation services to our region possible. These videos also aided in HR recruitment, and viewers could see what it is like to work at METRO and provided a link to review available job opportunities.

Results Impact: Across Facebook and Twitter platforms, the video series received 6,216 impressions, 474 engagements, and 160 congratulatory reactions, comments, and shares from the public. On YouTube, it received nearly 1,300 views. Performance across all platforms was entirely organic and not the result of paid campaigns. The feedback we received comments from the public indicating a genuine interest in learning more about heavy-duty jobs and the people of METRO.

Why Submit: This video campaign was designed to address the following key-value components: - Public transportation as a public good. - A safe, reliable and economical way to travel. - A service provided by dedicated public servants. - Workplace culture which makes METRO a great place to work. Based on the numbers and public response, we can state with certainty that this video campaign achieved its goal and deserves to receive an AdWheel.