Wildlife Conservancy

Objective

A wildlife conservation organization dedicated to the science of saving endangered species, launched a new public service announcement which encouraged viewers to learn more about how their organization is saving wildlife and what the public can do to help. The non-profit organization aimed to show consumers that they are committed to helping people connect to wildlife and conservation on a national and global level. In addition to overall campaign and organization awareness, the nonprofit’s goal was to drive viewers to creative TV and online video public service announcements as well as drive traffic to the campaign website, where viewers can download more information about global wildlife efforts and donate.

Campaign Tactics

Connect360 MultiMedia organized a multi-faceted campaign combining TV PSA distribution to 800 broadcast TV stations and 600 cable systems nationwide. The broadcast distribution was paired with an Internet PSA campaign that promoted Connect360 custom designed campaign awareness banners that linked to a dedicated landing page also developed and hosted by Connect360, that featured streaming video, logos, photos and live links for more information. Specific targeted websites that had an audience profile in line with the messaging of the campaign were actively pitched for campaign support through banner placements and/or editorial features. The TV PSAs were strategically distributed to broadcast TV stations in colorful custom packaging to help the campaign stand out among PSA Directors. A combination of :30 and :15 TV PSAs were included.

Results

The broadcast TV PSA distribution resulted in 68,266 airings, over 1 billion audience impressions and 16.3 million in media values. Connect360 secured featured coverage in all top 30 media markets with prominent play on ABC, CBS, NBC, FOX and CW affiliates across the country. Over 80% of the airings occurred in key day parts/viewing timeframes including early morning, daytime, early fringe and primetime. Airings were secured on top national networks such as Cooking Channel, DIY Network, Food Network, Great American Country, HGTV and Travel Channel. The Internet PSA campaign reached more than 34 million online viewers and the video PSA was viewed over 7,400 times. Featured online placements included iVillage.com, Womansday.com, Nationalgeographic.com, Care2.com, Examiner.com, Womansforum.com, PetMD.com, Oprah.com and Animalplanet.com.