Campaign Stats
Native Media Amplification:
- 46, 568 Combined Clicks
- 8,223,148 Combined Impressions
- 57% Click Through Rate
Native Video Amplification:
- 115,558 Combined Completed Video Views
- 1,604,687 Combined Impressions
- 7,040 Combined Clicks
- 44% Click Through Rate
Social Media Amplification:
- 22,681 Completed Video Views
- 382,014 People Reached
- 622,536 Total Impressions
- 9,179 Total Clicks
- 47% Click Through Rate
Overview
Runway Group, an organization focused on the economic development throughout the Northwest Arkansas Community sought to boost NWA’s reputation among millennials and young professionals as a premier destination to visit, live, work, and play. 4media group was engaged to come up with creative, primarily digital activations that could reach and engage with their desired audience, where they frequent most online. Over the course of five months, 4media group developed highly visible, engaging articles and videos which were amplified through strategic native and social media campaigns, living across various online infotainment sites. Content from this campaign appeared on sites such as Buzzfeed, Thrillist, Mashable and POPSUGAR.
Challenge
Runway Group wanted to execute an engaging digital campaign that put a spotlight on Northwest Arkansas as modern mecca for food, art, community, and outdoor adventure in America. The campaign needed to increase awareness of NWA as a unique and vibrant area catering to the tastes of younger demographics in a relatable and engaging way.
Solution
This far reaching campaign aimed to attract adventure seekers, cultural tourists and foodies throughout several regions of the United States. 4media group approached Runway Group’s campaign first by researching the desired demographic and their behavior interests. Then, based on their findings, planned a campaign designed to use a combination of highly engaging listicles and video content designed to live and be shared in a digital space. Two short videos were created to highlight the unique surrounding areas within driving distance of Northwest Arkansas. In addition to the videos, four listicles were also created, each specifically designed to highlight the art, beauty, and biking community in Northwest Arkansas and housed on a partner complimentary to the NWA vibe.
Over the remaining four months, each segment of the campaign was released and then amplified, first to focus on obtaining clicks, and then for impressions. Video amplification was targeted for views and impressions, where Social Media leveraged videos for clicks and brand awareness. A separate YouTube channel was also set up to house the videos and to provide a landing for future content. Each element of the campaign has a specific place. Listicles were amplified through Native Media tactics in a staggered rate to Millennials more distant markets within driving distance of NWA and the East, West, and select Southern areas of the United States in hopes of attracting cultural tourists from those markets to the area.
The videos were amplified through a combination of Social Media and Native Video Amplification to audiences only within the NWA Region and areas within driving distance. Each ad unit was designed to engage with Millennials and to drive traffic back to the YouTube Channel and listicles.
Outcome
The creative approach through the integrated use of creative and digital materials enabled 4media group to effectively launch a completely digital campaign that had the ability to reach and engage a very specific audience in key locations throughout the United States. Each segment of the campaign surpassed industry benchmarks for engagement, achieving on average a combined CTR (Click through rate) of 0.55%. The industry benchmark for Native Advertising falls between 0.05% and 0.35%. Each of the four listicles and two videos also found Native Media placements on top websites within the desired demographics, including; Buzzfeed, Buzzfeed News, Thrillist, Mashable, POPSUGAR, Reddit, Bored Panda, Ranker, Diply, and others. They also found placement on top interest and news sites including; CNN, SBS Sports, ABC News, Bike Forums, Activebeat, Bike Radar, Newsweek, NY Daily News, Fox, People, Parade, iHeart, MSN, US Magazine, and more.