2021 Finalist

If We Didn´t Cover This ... Who Would?

Newsday Media Group

Melville, United States

Category Brand Awareness Campaigns

Overview of this campaign

The campaign shines a light on the importance of our newsroom’s special investigations and exclusive reports. Our journalists are going on the front lines to cover the stories that matter most to Long Islanders. They are reporting on stories that change the conversation and raise the bar for local journalism. 

Strategy of The Campaign

• Drive awareness of our exclusive investigations and enterprise journalism on Long Island.

• Show our unique content and how important it is to the Long

Island community.

• Present a value proposition for people to subscribe and to continue

to subscribe.

• Promote our unique competitive advantage in this market

and drive willingness to pay.

• Demonstrates our solid commitment to public service and to making Long Island a better place to live.


Results for this campaign

Our online promotions included digital ads featured on the Newsday homepage, homepage takeovers and sponsored ads on Facebook and Instagram. The takeovers included a custom video billboard that ran on the homepage. Sponsored ads received a combined 1,498,339 impressions on Facebook and reached 226,817 people.

We designed four custom email blasts promoting each story with a click-through to our newsday.com/journalism landing page. The email blasts were to more than 460,000 people during the campaign, averaging a 14 percent open rate.

We produced four 15-second TV commercials, plus two Spanish-language versions, that aired on CNN, News 12, CNBC, Cheddar, MSNBC, Headline News, Fox Business News and select streaming services, YouTube and Newsday.com. The TV spots were deployed in our sponsored posts on social media and totaled 1,094,365 thru plays.

Reader survey results* for the TV commercials revealed an average of 43 percent of respondents agreed they’d more likely subscribe or continue to subscribe after watching the videos. Furthermore, an average of 69 percent believed Newsday was part of the fabric of the Long Island community after viewings.

Sources:

*Newsday Audience Department surveys/research


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory

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