Clean California Case Study
Objective
Clean California is an initiative to remove litter, create jobs, and beauty California. Sagent embarked on an Adload digital out-of-home (DOOH) advertising campaign across the state to raise awareness and engage with a broader audience.
This case study explores how Sagent successfully utilized Adload’s digital mobility freight advertising to spread Clean California's message and inspire positive behavior change among Californians.
Campaign
We targeted diverse audiences across California, including residents, tourists, commuters, and students. The campaign aimed to reach urban and rural areas, leveraging Adload’s large statewide footprint with over 50 trailers continuously moving through high-traffic locations such as highways, transit hubs, distribution centers, industrial centers, cities, and towns across the state.
Results
The campaign significantly increased awareness about Clean California, reaching millions of Californians across various locations. Choosing high-traffic locations with diverse audiences allowed Sagent to reach a broad cross-section of Californians, enhancing the campaign's impact.
StreetMetrics Measured Campaign Performance
| Measured DMAs | San Francisco-Oakland-San Jose | Sacramento-Stockton-Modesto | San Diego | Santa Barbara-Sanmar-SBO | Los Angeles | Fresno-Visalia |
| Measured Miles | 28,272 |
| Captured MAIDs | 1,547,621 |
| Average Frequency | 9.57 |
| Impression Per Play | 8.28 |
Audience Measurement
Demographics are drawn from household-level Census demographic data of Mobile Advertising IDs (MAIDs) that were exposed to a trailer display.
Proof of Play Coverage
Age
Education
Ethnicity
Income
Affinities
Key consumer groups based on their behavior in the real world.
Clean California
Duration: 55 Days
Total Trailers: 50
Impressions Per Play: 8.28
Ad Plays: 360,654
Daily Impressions: 54,313 (Avg)
Total Impressions: 2,987,192
About Clean California
cleancalifornia.dot.ca.govTrash has plagued California’s streets and highways for decades. Clean California makes significant investments in litter collection, community engagement and education to ultimately transform unsightly roadsides into spaces of pride for all Californians. This is truly a statewide effort with potential projects in all 58 counties and with nearly a third of the funds going directly to cities, counties, tribes and transit agencies to clean local streets and public spaces.
About Sagent
www.sagentmarketing.com
Sagent is a woman-owned B Corporation that works with other B Corporations, public agencies, nonprofit organizations, and purpose-driven companies to create and manage campaigns that inspire positive behavior change and enhance people’s health, safety and wellbeing.
How do you build a team that has the enthusiasm of an entrepreneur and the commitment of an advocate trying to better the world? It all started with industry veteran Anne Staines who founded the agency in 2004 to specialize in socially beneficial marketing.