Siemens Mobility Vital Technology Campaign for Transit Recovery


Target Audience: Transit agency/DOT targeting on LinkedIn and through programmatic channels.

Strategy Objective:The ultimate objective of this campaign was to support our transportation customers and their need for infrastructure funding. We achieved that by way of showcasing that we are delivering on our current obligations, raising awareness for technologies that may help during recovery, and providing tools that ultimately help with their goal of regaining rider trust and confidence in the transit systems, ultimately leading to ridership recovery. The campaign ran promoted tweets, LinkedIn sponsored posts and digital display banners that ran programmatically through Google's marketing platform in a way that allowed us to specifically target locations, publishers and audience characteristics such as job function and seniority.

Situation Challenge: The Covid-19 pandemic brought the use of public transportation to a halt and many transit agencies were struggling to find ridership.

Results Impact: Our programmatic and social media campaigns rolled out in two phases, ultimately ending with a total of 4,721,679 impressions, 23,268 engagements/clicks, an 18.75% increase in CTR, and the average time spent on our website increased by 25% to almost 5 minutes by the end of the campaign. The audience groups with the highest click-throughs for both phases of the campaign were key transit executives of all levels and government transportation decision makers. Compared to phase one, we saw large increases in our LinkedIn engagement rate which went from 0.85% to 8.35% as well as seeing a CTR over 18% stronger in phase two. By optimizing our programmatic and social media campaigns, our Transit Recovery Campaign was indeed successful.

Why Submit: COVID-19 has taken a big hit on public transportation, but it has not changed the basic need for public transportation. At the end of the day, there are some unalterable facts: Traffic jams and congestion will revert, especially if people use more cars, and passengers still want cleaner and more efficient transportation options. In these times of "unknown", technology already has many of the answers we're looking for and it is this proven technology that can help us manage capacity issues and help us minimize unnecessary contact. Siemens Mobility's vital technology keeps America's transportation functioning amidst the Covid-19 pandemic. Siemens Mobility Vital Technology Webpage: https://www.mobility.siemens.com/us/en/company/about-us/vital-technology.html