Case Study: California DMV boosts REAL ID adoption with RSE

California DMV drives 18 million REAL ID conversions with RSE

The California DMV faced the challenge of encouraging residents to obtain a REAL ID before the enforcement deadline, as procrastination and a lack of awareness about the required documents and online services threatened to overwhelm their field offices. The DMV partnered with vendor RSE to create an educational campaign that would clarify the process, boost conversion numbers, and promote its new digital-first approach.

RSE implemented a full-scale 360-degree awareness campaign, which included comprehensive analysis, A/B testing, and the development of new creative and branding. The solution involved a paid media initiative and a new microsite, with a strategic pivot to emphasize online transactions when the pandemic hit. The campaign achieved nearly 900 million paid impressions for REAL ID, resulting in over 18 million conversions, and drove 11.5 million online transactions from over 600 million impressions.

California DMV