Community Impact Campaign
2018 Finalist

Community Impact Campaign


Phoenix, United States

Category Best Use of Consumer Research

Overview of this campaign

1. Improve community impact perceptions
2. Increase visits to impact coverage (watchdog journalism)
3. Increase newsroom’s engagement with local community

Campaign Details: The consumer-facing campaign was disseminated through print and digital marketing channels and took on various creative executions, which included:

• Overarching campaign message to drive awareness of the brand and connection to the local community.

• Issues-based and investigative reporting focus that would demonstrate to consumers the true quantitative impact the brand makes.

• Community relations efforts illustrating how and in what ways the brand gives back to the community.

In addition, to strengthen engagement, the market created a series of videos that told the stories behind the stories – in other words, the opportunity to get to know the market’s newsroom reporters and journalists on a personal level and the contributions they’ve made specifically to the community. The videos included a call-to-action to “connect”, which brought consumers to a landing page that gave them a more in-depth, behind-the-scenes look at the newsroom and the many opportunities to engage with the newsroom. The four reporters/journalists featured in these videos also became part of a print advertising campaign targeted at subscribers, faithful readers of the newspaper.

Results for this campaign

The year-long campaign, which was rolled out in multiple phases to connect consumers to the newsroom in new and exciting ways, created a strong bond with the community. With the campaign, Phoenix increased its community impact score (defined as both creating positive change and influencing/strengthening local communities) by 10 points over other news markets. The market also saw impressive year-over-year watchdog traffic and engagement increases on its digital and social platforms, generating a 75% increase in page views; a 62% increase in page new visits; a 63% increase in search referrals; and growing its social base to 100,000 more fans/followers on Facebook and Twitter. Additionally, the community impact videos, through a series of Facebook advertisements, received a total of approximately 280,000 views and contributed to driving 88% new online visits to the newsroom.


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