Reaching Homeowners With Smart Safety Messaging
Louisiana 811 partnered with DAA to relaunch a statewide homeowner awareness campaign focused on promoting safe digging practices. Targeting residents planning yard or home improvement projects, the campaign used digital media to educate audiences about the importance of calling before they dig. Strategic targeting and creative execution helped increase engagement, drive website actions, and improve lead generation efficiency across Louisiana.
Results
The 2024 Louisiana 811 campaign achieved outstanding results, delivering over 20.7 million impressions and generating 4,554 website actions from homeowners ready to submit a dig request. A strategic mix of programmatic display, Meta ads, and a new YouTube bumper campaign ensured the message reached the right audiences at the right time. Display retargeting drove a 50% year-over-year increase in CTR, proving the strength of the creative and media alignment.
The campaign’s YouTube strategy significantly outperformed expectations, achieving a 210% more efficient video completion rate compared to industry benchmarks. These results reflect a successful shift toward more targeted, cost-efficient marketing and confirmed the value of a refreshed, data-driven approach. Overall, the campaign not only increased awareness of safe digging practices but also helped reduce the risk of accidental damage across Louisiana.
20MM+
Impressions Delivered
4,554
Conversions (Dig Request Submissions)
50%
Increase in Click-Through Rate (CTR) Year Over Year
50%
More Efficient YouTube Completion Rate vs. Industry Benchmarks
