Winner: American Traffic Solutions - ATS Uses Facebook to Build Brand Presence
American Traffic Solutions (ATS), which provides technology for road safety and automated-toll collections, wanted to jump-start its social media presence. With more than 750 million users, 3 million active fan pages and 1 billion pieces of content that’s shared daily on Facebook, the organization looked to the social network to both expand its brand presence and enhance its road-safety messaging. ATS’s goal: Deploy Facebook advertising—supplemented by PR efforts—to reach 20,000 likes on its page in less than a year.
To that end, ATS created the American Traffic Solutions page as a way to build relationships with viewers, inform them about who ATS is and educate the public on the benefits of road safety products. With support from ATS’ Twitter account and YouTube page, ATS communicated messages to its various followers to drive viewers to its Facebook page. The Facebook campaign was led with a series of targeted advertisements that encompassed Stop on Red Week ads in August and Crossing Guard ads in September, for example. The results exceeded expectations, helped to fuel ATS’ Facebook audience. Indeed, the multipronged campaign of Facebook ads, promoting of posts and sharing the Facebook page with other social media helped ATS surpass its goal of 20,000 likes within a seven-month period. —Matthew Schwartz
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