Growth Energy
Influencer Campaign
The Great American Road Trip goes green with the East Family
As part of their Get Biofuel initiative, Growth Energy wanted to change consumer behavior at the pump—encouraging the switch from Regular Unleaded to Unleaded 88, a higher blend of biofuel. But with most drivers on autopilot when it comes to fuel purchase, they needed to inspire consumers to make a greener, cleaner choice.
We started by deep-diving into consumer research, which showed us that the millennial mom audience, the largest fuel-purchasing segment, wanted to make greener choices...but only if easy to do. We also found that 83% of millennials wanted to take a road trip this year. From those insights, we turned the Great American Road Trip into the Green American Road Trip and launched our social campaign with planet-conscious, millennial influencers, The East Family.
5m combined social followers + 1.3m YouTube subscribers
Partnering with an Olympic gold medalist and millennial mom, Shawn Johnson, her husband, former NFL player, Andrew East, and their two kids allowed us to tap into their followers in an authentic and approachable way.
Combining nostalgia with the desire to do right by our planet, The East Family took the first Green American Road Trip from Nashville to Dallas. They documented the trip along the way, sharing their greener adventures fueled by Unleaded 88 on social. Our social campaign encouraged others to take their own road trip, inspired by Shawn and Andrew’s footage, and driving them to a campaign landing page complete with pre-built road trip routes that featured family-friendly sites and Unleaded 88 stops along the way.
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"This is probably one of my most favorite partnerships we've done because of everything they stand for and just greener, cleaner air. Get Biofuel, thank you so much for partnering with us, I love your entire initiative and campaign."
Shawn's Instagram post received
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With engagement growing, Growth Energy and their Get Biofuel initiative continued to amplify the message of switching to higher blend of biofuel. Highlighting The East Family’s road trip footage and tapping into road trip nostalgia in post copy, we effectively targeted audiences with a compelling narrative all centered around taking a Green American Road Trip of their own. We also showed them just how easy it is to make a greener choice for their families and the planet when hitting the road.
