Ron From The Car
2024 Finalist

Ron From The Car

San Antonio Express-News

San Antonio, United States

Category Video

Overview of this campaign

Launch personality-driven HS Sports Instagram Account that packaged and delivered HS Sports stories in a format that was native to high school students in San Antonio. Lots of IG Reels, interviews with athletes and on-camera storytelling.

Results for this campaign

The San Antonio Express-News launched their high school specific-Instagram account on Aug. 14. In the first five months, they published 254 post and 80% of posts were Instagram Reels. In other words, a team in our newsroom that was not creating videos or publishing to Instagram just two months prior ended the year having published 202 short-form vertical videos, the type of content that is popular with young social media users. The video posts generated more than 1.4M views and attracted more than 3,000 new followers. Among the most popular and standout features of this initiative was reporter Ronald Herrod’s post-game “Ron From The Car” video recaps. The early success has motivated the newsroom to keep moving forward with this initiative and keep telling stories in a way that’s authentic to younger users on social media platforms.


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