National ad campaign educates from coast to coast

By The National Biodiesel Board | January 19, 2016

The National Biodiesel Board continues to spearhead the only comprehensive national education campaign designed to promote biodiesel. The effort reaches many audiences from opinion leaders to local fleet managers and everyone in between. Among NBB’s constant objectives is to safeguard against roadblocks that might impede industry growth.

“Our advertising budget is less than 1 percent of petroleum’s ad budgets, but we are confident this campaign is helping,” said Jessica Robinson, NBB communications director. “An extensive news analysis comparing 2010 coverage to 2015 coverage showed a decrease in biodiesel coverage of about 35 percent overall. However, biodiesel with ‘advanced’ increased more than 300 percent. So even though biodiesel coverage has dropped, our message—that biodiesel is advanced—is getting through.”

The advertising portion of the 2015 campaign included a 30-second commercial that aired on national television networks, as well as on select local broadcast outlets and cable news programs throughout the summer and fall. The digital campaign included banner advertising and a 15-second version of the television commercial presented as a preroll to programming on news platforms and as openers to videos on YouTube. Radio and print focused on target areas rounded out the comprehensive campaign, anchored by a relaunched website that provided video features on how biodiesel is making a difference from coast to coast.

Overall, the campaign successfully earned a grand total of 62.4 million impressions, more than 640,000 online views of the TV commercial, and 67,500 clicks through to

“According to NBB’s annual survey those who have seen, read or heard the ads are much more likely to have a positive image of biodiesel,” Robinson added. “The difference is more than 20 percent and highlights the significant role of this education effort.”

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