Role: Director, Producer, Writer, Kindle Pont Inc. | Client: RideIllinois.org:
Kevin Gilsdorf led creative strategy for a 2023 IDOT-funded paid social campaign supporting Ride Illinois’ BikeSafetyQuiz.com. The initiative introduced five short-form “Ride Safety Refs” content videos across Facebook, Instagram, and LinkedIn to expand reach beyond the existing 45–64 audience and build long-term relevance with younger riders.

The campaign generated 3.8M+ impressions, 486K+ engagements, and 42K+ quiz clicks, while significantly shifting demographic performance. Engagement among 18–35 year olds increased 3,550% year-over-year, while maintaining strong participation from the 45–64 segment—successfully broadening the campaign’s lifetime audience base without sacrificing existing reach.

The Challenge

The 2022 campaign skewed heavily toward ages 45–64. While valuable, long-term brand sustainability required meaningful engagement from younger audiences.

The 2023 objective:

• Expand into 18–35 demographic

• Maintain strong engagement with 45–64

• Increase awareness and quiz participation

• Improve cost efficiency

We shifted from informational messaging to character-led storytelling.

Key shift: Create relatable, situational humor through “Ride Safety Refs” — short, 30-second videos designed for native social consumption.

Media channels: Facebook, Instagram & LinkedIn

Total media spend: $35,611

3,550% YoY FB/IG growth
in 18–35 engagement

3.8M+ impressions across paid social channels

42,053 clicks to BikeSafetyQuiz.com (+44% YoY)

$1.32 average CPC (↓26% YoY)

486,812 total engagements (+350% YoY)

Capturing the attention of more than just avid cyclists. Five short-form videos featuring distinct characters delivered safety reminders in a light, engaging format.

stories included:

Repetition Rita
Refresh Ryan
Day Off Ryan
Red Helmet Rita
Big Rig Buds Ryan

Cost Efficiency

• Average CPC: $1.32 (↓ 26% YoY)

• Facebook CPC: $0.52

• Instagram CPC: $0.88

• LinkedIn CPC improved from $2.99 (2022) to $1.98 (2023)

Credits

Kevin Gilsdorf: Director, Producer, Writer

Jeremy Jackson: Videographer

Adam Buchanan: Media Planner

Kate Gilsdorf: Voice Over

Graham Gilsdorf: Sound Engineer