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The United States Department of Agriculture relies on broadhead to cast light on the uncertain future of shade. The problem is the Asian Longhorned Beetle, a natural-born tree killer with no natural predators. That was until we encouraged predation by turning residents of the eastern United States into trained beetle spotters.

Asian Longhorn Beetle Case Study - Infographic

We created "Tree Check Month," a timely campaign with a simple call to action: "Take 10 minutes to check your trees for signs of trouble." A paid digital campaign ("Find it. Report it. Save trees.") accompanied robust social, owned and earned-media efforts. Engagement metrics went beyond vanity, achieving real success: More people reported sightings of an Asian Longhorned Beetle than ever before.

Complex communications problems often require inventive measures. With a cluttered media market and a message that lacked awareness, we took to the streets, drawing the attention of citizens of major metropolitan areas with a custom Volkswagen Beetle. "Disguised" as an Asian Longhorned Beetle, our spotted VW targeted popular destinations and community events – a Red Sox game at Fenway Park, for instance. Spotting this bug earned east coasters an explanation of the vehicle's purpose and face-to-face dialogue with an expert on the issue.

Asian Longhorn Beetle Case Study - Banner Ad
Asian Longhorn Beetle Case Study - Twitter Feed

Taking down the beetle requires an on-the-go, all-hands-on-deck approach. broadhead effectively and efficiently employed social channels to communicate with the right audiences at the right times.