The Oklahoman's Print Advertising Campaign
Overview of this campaign
Our internal research showed that The Oklahoman’s social media and digital footprints ranked on the lower end of the spectrum compared to markets similar in size, losing an opportunity to reach and engage with consumers outside of our current subscriber demographic.
The primary objective for this campaign was to drive Facebook likes and engagement for The Oklahoman. Our secondary objective was to reach a demographic outside our current subscriber.
We developed a multi-media marketing campaign, The Oklahoman’s Princess Sweepstakes, designed to have subscribers and non-subscribers to OklahomaUnfolded.com/contests to submit a photo of their kids dressed as their favorite princess. In order to submit their photo, they had to follow The Oklahoman on Facebook. We then opened up a poll, asking the public to vote for their favorite photo. We also asked the participants to share the contest with their friends and family through their social networks in hopes of increasing their position in the ranks. This ensured that our brand would reach consumers outside of our own properties.
Results for this campaign
- 18.71% increase in The Oklahoman’s Facebook page likes, which is 568.21% higher than our organic growth making us a top three competitor with the markets similar in size.
- CTR for digital ads, social ads and emails that exceeded industry benchmarks (Hubspot, Compete.com) by 56%, 268% and 292% respectively.
- 67,198 votes
- 603 entries
- 84.18% of all traffic to OklahomaUnfolded.com entered through the contest page.
- Contest page visitors spent 2:56 on average, which is 12.78% higher than the average for the entire website.