We Are Hearst Newspapers Videos
2021 Finalist

We Are Hearst Newspapers Videos

Hearst Corporation

New York, United States

Category Brand Awareness Campaigns

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.





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

By continuing to browse or by clicking “ACCEPT,” you agree to the storing of cookies on your device to enhance your site experience. To learn more about how we use cookies, please see our privacy policy.