Client Background:

The City of Boston, working closely with the Sponsors of Mass Save, sought to encourage energy efficiency among Boston families. Their mission focused on helping residents lower energy consumption through free energy assessments, ultimately contributing to a more sustainable community.

Challenges:

Despite the clear benefits of a free energy assessment, many families from Boston’s Hispanic, Vietnamese, Cape Verdean Creole, and Haitian Creole-speaking communities were hesitant to participate. The primary barriers included a lack of understanding about the program and fear of allowing inspectors into their homes. These cultural and communication gaps made it challenging to engage these communities effectively.

Approach:

Tagline 360 partnered with Rosetta Languages to tackle this problem head-on. The strategy involved creating a series of radio ads tailored specifically to the target groups. Rather than merely translating the content, we incorporated cultural nuances and messages relevant to each community.  

The ads will be delivered through transitional radio stations popular among these groups, ensuring the message reached the right audience. To expand the campaign’s reach, we will utilize Spotify, taking advantage of its advanced targeting capabilities. By analyzing music preferences, the campaign will effectively direct ads to the desired language speakers in Boston. Spotify also enables a clickable call-to-action that directs users to a campaign-specific landing page, allowing us to track engagement and measure the impact.

Solutions:

The campaign will roll out a series of professionally produced radio ads in Hispanic, Vietnamese, Cape Verdean Creole, and Haitian Creole. Each ad will speak directly to the head of the family in their native language, reflecting cultural values and addressing concerns about inspections.  

By leveraging Spotify’s ability to refine audience targeting, we will ensure these ads reach the intended listeners efficiently, while the inclusion of the landing page offers a seamless sign-up process and valuable data on ad performance.

Key takeaways from this campaign will include the importance of addressing audience-specific barriers and the effectiveness of leveraging modern advertising platforms to refine targeting and track outcomes. Through this initiative, the City of Boston and the Sponsors of Mass Save will be able to connect with diverse communities and drive meaningful action toward energy efficiency.

Results:

The campaign yielded significant positive outcomes by increasing program awareness and understanding among Boston's Hispanic, Vietnamese, Cape Verdean Creole, and Haitian Creole-speaking communities, directly addressing their previous lack of knowledge and fear. Through culturally nuanced radio ads on popular stations and Spotify, the initiative reduced hesitancy, leading to a substantial increase in engagement and participation in free energy assessments. Crucially, the use of a clickable call-to-action to a dedicated landing page enabled measurable engagement and conversion, providing quantifiable data on increased sign-up rates and completed assessments, ultimately demonstrating the effectiveness of targeted, multilingual outreach and contributing directly to the City of Boston's sustainability goals by lowering energy consumption across these diverse families.