NO DIGGITY: SAFE DIGGING CAMPAIGN

Scripting | Music Licensing | Influencer Partnership | Production | Press 

The Challenge
Southern Company Gas wanted to launch a creative and effective campaign targeting their key provider areas in Atlanta, Chicago, Virginia Beach and Chattanooga, encouraging homeowners to take the proper precautions before digging into their land to prevent property damage and injury.

The Approach
Pop’N ideated a campaign set to a remix of Blackstreet’s No Diggity, including music video production, influencer partnership, press and paid media.

We led the entire licensing and remixing of No Diggity, and even recruited Chauncey from Blackstreet to sing on the track! We then produced a music video for the remix, starring influencer dads Terrell and Jarius as well as their children Ashton and Aria. To promote the initiative and the video, we partnered with influencers local to the target areas to get the message out – Call 811 before you dig!

The Results
The campaign outperformed previous Southern Co. Gas campaigns, garnering 125k+ video views, 94K+ social reach and ~41.6M potential reach via press outreach efforts.