We Are Hearst Newspapers Videos
Media associated with this campaign
Overview of this campaign
The intention of the campaign was to simultaneously build a sense of community and brand awareness. The TV/OTT spots and digital ads reintroduced and reaffirmed Hearst Newspapers as the local, trusted source for essential information during times of crisis. The campaign aimed to establish Hearst Newspapers as a source of ongoing pandemic information as well as of inspiration, with stories of bravery, compassion, and resilience.
TV/OTT and taglines per metro:
- San Francisco: “We’ll be here to Chronicle our city’s recovery.”
- Houston: “We stand with you. Together, we are strong. We are Houston.”
- San Antonio: “Together, we will emerge — stronger than ever. We are the Express-News.”
- Hearst CT Media: “We are stronger together.”
- Albany: “Together, we will endure. The Times Union.”
Results for this campaign
To reach more than 75% of the metro populations, plans spanned across seven media platforms.
Two campaign areas were tracked: TV spots and impressions; digital views of video, both organic and paid.
o The campaign ran in five markets, across multiple TV stations, April 6-May 10.
o An average of 5-8 million gross impressions, with approximately 2K spots per week.
o Both Connecticut and Albany markets ran OTT ads, with approximately 500K gross impressions per week.
o There was a direct correlation between audience growth in Connecticut and the OTT ads, with visits increasing 32% in the first week of ad runs.
o An average of 70K views per million impressions from an organic and paid marketing push of videos across multiple platforms: YouTube, Twitter, Instagram, Facebook, and Digital Display.