Montana State Fund – Pivot Campaign
In uncertain times, one thing that is certain — Montana State Fund
CHALLENGE
Determine the best path forward in response to the prevalence of COVID-19 and its effects on the working situation for hundreds of thousands of Montanans.
SOLUTION
A campaign acknowledging uncertain times with a reverent tone and demonstrated determination to get Montanans back to work safely, thoughtfully.
Outcome
High level of engagement with the successful distribution of resources regarding safety information, from PPE to at-home ergonomics.
CHALLENGE
CHALLENGE
Determine the best path forward in response to the prevalence of COVID-19 and its effects on the working situation for hundreds of thousands of Montanans.
SOLUTION
SOLUTION
A campaign acknowledging uncertain times with a reverent tone and demonstrated determination to get Montanans back to work safely, thoughtfully.
RESULT
Outcome
High level of engagement with the successful distribution of resources regarding safety information, from PPE to at-home ergonomics.
Montana State Fund’s statewide media campaign Results had only aired for a few weeks prior to Montana’s COVID-19 shutdown in late March 2020. Therefore, we paused the campaign to determine the best path forward in response to the growing prevalence of COVID-19 in the U.S. and the effects it was causing on the working situation for hundreds of thousands of Montanans. Knowing Montana State Fund and its responsibility to serve Montana’s employers and employees, we quickly regrouped to create a new message with a more reverent tone and an acknowledgement of the pandemic.
While many organizations were running well-produced ads honoring essential workers, we took another approach. Our focus was to inform and ensure the public that even in these uncertain times, Montana State Fund never wavered on its mission to keep all Montanans safe.
The two-phased Pivot campaign launched in June 2020 and saw increased levels of performance and engagement as working people across the state looked to trusted sources for any glimpse of what the future might look like. Because we couldn’t shoot new footage, we retooled the assets from the Results campaign as well as previous video shoots, and purchased stock to round out the work.
Phase I went live in June and ran through mid-August. This phase of the statewide campaign included broadcast television, radio and public radio, pre-roll video and connected TV, streaming audio, banner advertising, print and social media.
In September, as the pandemic continued into the fall of 2020, we rolled out Phase II of the Pivot campaign; it ran through the end of the year. Phase II featured the original television spot and pre-roll video, however we added new assets to expand the messaging and build a two-pronged approach.
One approach focused on safety measures for essential workers in the construction, manufacturing and retail fields. The second approach focused on those working from home (WFH). We reworked our banner advertising, radio, print and social media ads, and added native content ads to the media mix.
Depending on the focus, our call to action directed the target audience to our safemt.com safety site. Our essential workers explored general safety resources, while our WFH audience had a specialized landing page featuring information on how to set up a home office, electrical safety and proper ergonomics.
112%
The increase in banner ads’ click-through rate from the previous campaign in 2019.
+1.3M
The number of video completions from digital tactic, not including broadcast TV impressions.
13.6K
The number of visits to the campaign landing pages.
