NPR had never executed an ad campaign before and was seeking the guidance of an experienced agency that understood the unique problems faced by member stations.
NPR had received a grant from the Ford Foundation with the goal of growing listenership in four key markets as a test to see if advertising would be effective in raising the profile of NPR and the member stations in those markets.
We executed a cross-functional media buy utilizing vehicles such as outdoor, digital, social media, and traditional advertising that span multiple markets across the United States.
Online streaming, as measured by Triton, increased by 47% in Orlando during the duration of the campaign. This was a result of a unique media mix utilized in Orlando driving visitors to a campaign microsite.
The campaign helped grow the social media followings for the four stations by an average of more than 1,000 new followers per station. The social media channels for each station were included in the messaging for each market while Facebook Ads drove users to Facebook Tabs showcasing the landing page.
More than 158 million impressions were delivered via outdoor signage. This included a significant billboard component as well as interior transit ads, mall signage, and other outdoor media across the four markets. This outdoor component was the most significant branding component of the campaign.
It can be extraordinarily difficult to take small radio stations that run NPR programs and raise awareness significantly if they’ve never advertised before. Through versatile and super-smart creative, Planit was able to move the needle and grow the number of listeners for these stations over the duration of the campaign.
Arbitron cume increased
in Dallas during the duration of the campaign.