Benton-Franklin 2020 Census Campaign
The non-profit group Benton-Franklin Census 2020 contracted us to produce a telenovela spoof mini series with the goal of engaging and educating the general public about the key messaging points surrounding the 2020 Census with the ultimate goal of increasing Census completion rates in Benton and Franklin Counties.
The Challenge
The task was clear: educate the public on critical Census messaging and inspire action—both in English and Spanish—in an environment where civic engagement often takes a backseat. Benton-Franklin Census 2020 needed a fresh, engaging way to capture attention, drive awareness, and ultimately increase Census completion rates in a diverse community.
Our Solution
Phase I: Collaborative Video Production
We responded with a telenovela spoof mini series that combined humor, culture, and clear messaging to make the Census both accessible and entertaining. Collaborating closely with Sonar Insights—who provided scripts and assisted with on-set direction—we produced four distinct episodes in both Spanish and English. Key elements of the project included:
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Multi-Language Production
Four episodes, each carefully crafted to deliver key Census messages in both English and Spanish.
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Dynamic Production
Filming across four sets over two days, featuring four actors whose performances brought the characters to life.
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Engaging Visuals
We developed a character promo, produced an animated introduction with a custom theme song, and provided professional voiceover narration to tie the series together.
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Meticulous Coordination
From staging each product shot consistently to handling logistics and post-production editing, every step was executed with precision to ensure quality and impact.
Phase II: Spreading the Word
Of course, great content is only effective when it's seen. We executed a comprehensive awareness campaign to ensure the series reached its target audience. Our strategy included:
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Facebook Advertising:
We used demographic and rural location targeting to serve video and image ads in both English and Spanish.
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Targeted Digital Ads
We used demographic and geo-targeting to serve ads in English & Spanish across computers, mobile phones and connected TVs.
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YouTube Advertising
We served in-stream skippable 15- and 30-second ads as well as 5-second non-skippable ads in English and Spanish.
The Results
Our integrated creative and distribution approach yielded significant exposure and engagement during the campaign (March 2020 – June 30, 2020):
1.38M ad impressions served
3,500 direct engagements
132 direct Census completions from Facebook ads
While these consolidated figures highlight the substantial exposure and user interactions achieved through our campaign, it's important to note that brand awareness is inherently challenging to measure with pinpoint accuracy. Nonetheless, these robust numbers underscore the campaign’s success in cutting through the noise and engaging a diverse audience across Benton and Franklin Counties.
I recently coordinated several marketing projects for the Benton Franklin Census 2020 Complete Counts committee. Josh and Ashley at Cougar Digital provided great service and expertise. We utilized Cougar for several campaigns, including Facebook Ads, YouTube Ads, Display Ads and video production. The quality and creativity were great and I highly recommend them. They also adapted extremely well when COVID-related restrictions were put into place half way through the project. Thank you so much!
Summing it Up
This project illustrates the power of combining creative storytelling with smart, targeted distribution. A well-executed video campaign not only catches the eye but delivers crucial information in an accessible, engaging way. By handling every detail—from production to multi-channel awareness—we helped Benton-Franklin Census 2020 break through the noise and drive meaningful community engagement. In the end, it’s a testament to how a dedicated, full-service marketing team can turn innovative ideas into measurable impact.
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