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TRASH TALK WITH PHIL MEEYUP | Keep Columbus Beautiful

Keep Columbus Beautiful (KCB) — a City of Columbus community improvement program and national affiliate of Keep America Beautiful — needed to communicate the benefits of reducing litter in our community to Central Ohio residents to inspire them to pitch in, clean up and recycle. To help communicate this message, we “recycled” KCB’s old pre-2000s mascot, Phil Meeyup. Phil became the central character in a video series aimed at demystifying what happens to waste and litter without being a downer. His positive attitude kept these videos lively and highly engaging.

Our campaign blew KCB’s KPIs out of the water, reaching over 900,000 unique Columbus residents and garnering 1.8 million-plus video views at a blended CPM of $10 across Programmatic, Google and Facebook. The overall cost per video view was $0.01, beating the $0.03 benchmark. In addition to reach, social ads spurred 44,226 engagements on KCB’s pages for an overall engagement rate of 2.85%, beating our benchmark by 128%. Phil’s character was so iconic and memorable, we even received a note from a parent whose child requested a message from Phil for his birthday — of course we obliged!



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