The Minnesota Department of Natural Resources (MN DNR) was impressed with how other states were using pixels to track the return on investment from the digital marketing campaigns. They decided to get in on the action by launching their own effort in pixel use!
MN DNR’s recruitment and retention focused campaign utilized digital ads, search engine marketing, emails, and other efforts. They used pixels to track their efforts while also leveraging the Take Me Fishing (TMF) brand with co-branded creative assets.
Paid search alone generated $321,361 in revenue, and online purchases of resident licenses increased year over year by 85.5% during the campaign timeframe.
For other state success stories, please visit the R3 webpage.