Youth Engagement Campaign
Lane Transit District (LTD)
Lane Transit District (LTD) provides public transportation services throughout Lane County, Oregon. To increase awareness and relatability among younger audiences, LTD partnered with FPW Media to develop an influencer-led campaign on Instagram and TikTok. Centered on connection, accessibility, and modern mobility, the initiative used authentic, community-based voices to reframe public transit as relevant and appealing to younger riders. FPW managed strategy, influencer sourcing, creative direction, content review, data analysis, and performance reporting to ensure alignment with LTD’s mission and audience preferences.
THE SCOPE
- Audience & Messaging Strategy
- Influencer Sourcing & Management
- Creative Brief Development & Content Direction
- Concept Development & Copywriting
- Video & Audio Production (via influencers, with FPW direction and QA)
- Social Media Content Planning
- Paid Media via Influencer Distribution
- Media Insight Data Analysis
- Engagement Monitoring & Reporting
TECHNICAL SCOPE
- Identified content styles, topics, and tones most likely to engage digitally native audiences, and developed messaging that supported LTD’s accessibility goals.
- Selected and managed local influencers whose audiences and values aligned with LTD, providing creative briefs and guidance to produce authentic content.
- Provided creative direction for a mix of short-form videos, static posts, and stories, releasing content in waves to sustain engagement without content fatigue.
- Monitored performance, optimized in real time, and delivered phased reporting with recommendations for upcoming phase outreach.
UNIQUE ASPECTS
- Positioned public transportation as a youth-relevant topic through approachable, high-trust storytelling.
- Navigated public agency review processes while maintaining authentic, relatable creative.
- Produced localized, culturally relevant content in partnership with community influencers, extending LTD’s presence into youth-dominated channels.
Services
Services Used
THE RESULTS
The campaign exceeded industry engagement benchmarks, with over 90% of influencer content outperforming expectations. Static posts generated the strongest interaction rates, while video content broadened reach and visibility. More than 90% of all engagement came from existing followers, indicating strong message alignment with target audiences. Content was also organically reshared by local users, extending its impact beyond paid placements. The initiative strengthened LTD’s connection with younger riders, modernized its public image, and provided a flexible, data-informed model for future engagement efforts.
The FPW Difference
FPW Media is your fully integrated marketing partner. We make the impossible possible on a daily basis for our incredible clients. Our unique company structure allows us to perform all of our services in house with a critical eye for consistency and detail. From start to finish we are able to ensure the goals of our clients executed without compromise. If you can dream it, we can make it reality.