The Federal Motor Carrier Safety Administration needed a more effective way to inform the public about moving scams and regulatory protections. While Protect Your Move resources were available, the campaign’s content and design failed to capture the attention of its target audience. FMCSA turned to Aptive to realign messaging and improve campaign performance across digital platforms.
Aptive applied performance-driven methods to reshape campaign messaging, enhance digital delivery and better connect with individuals at risk of fraud during moves.
The team began with a deep dive into web and media analytics to identify performance gaps. Aptive analyzed Google Analytics, social media metrics and platform engagement to assess the campaign’s effectiveness and locate friction points that limited user interaction.
Campaign refresh and operational messaging
With stakeholder input and user data in hand, Aptive redesigned PYM’s visual identity to deliver more effective mission-critical information. The team created a cohesive look for use across videos, social media and web content, emphasizing plain language, clarity and ease of access.
Aptive restructured the Protect Your Move website to improve clarity, usability and trust. The site’s new design placed vital information up front and used graphics to reinforce key messages. The team ensured users could easily find downloadable materials, contact support services and understand their rights as consumers.
Aptive supported FMCSA in deploying a comprehensive media strategy across platforms. The team continuously monitored performance and adjusted tactics to improve visibility. These efforts emphasized direct public service impact and ensured more consumers could proactively protect themselves.
Since Aptive’s involvement began in 2020, the campaign generated more than 83.5 million impressions. The redesigned PYM website received more than 528,000 visits and saw 57,700 downloads of fraud prevention resources.
The campaign’s creative efforts also received national recognition, including a 2022 Gold Hermes Creative Award for one of its video ads. Aptive concluded its support for the PYM campaign with updated messaging, data-informed optimizations and new digital tools designed to improve access to consumer protection information during the moving process.
The PYM initiative served as a key part of FMCSA’s strategy to deter fraud and promote safe, informed interstate moves.
