The Truth Is Local
Overview of this campaign
“The Truth Is Local” underscored The New York Times’s commitment to New York and local reporting, showing New Yorkers that Times journalism in the city is valuable to them and worth supporting. The campaign looked to drive buzz, increase brand perceptions across several attributes as well as purchase intent.
Results for this campaign
The campaign drove more than 1.1. billion earned social impressions and coverage from local media outlets. It also saw significant lifts in brand perception across several attributes, including agreement that The Times is a news source that creates impactful change and an increase in understanding what it takes for The Times to produce quality journalism. Lastly, it drove a strong rise in purchase intent, particularly among a millennial audience — outperforming our national campaign.