Case Study: Integrated Broadcast and Digital Marketing Campaign

Connect360 developed a media plan to generate broad and targeted awareness. A national television PSA generated coverage over the course of the year while the digital marketing campaign focused on engaging their target audience during their awareness month.

• Client: The philanthropic foundation of a trade association
• Objective: Educate on the importance of play time and drive traffic to the organization’s website where parents and others could find resources and ideas for play activities by age group
• Target Audience: Parents, grandparents, aunts, uncles, siblings, babysitters – virtually anyone involved in a child’s life

Strategy & Results

• 27,000 airings
• 81 million impressions
• $4 million in donated media value
• Key national placements include FOX News and Fox Business Network; national diginets such as Revolt, Antenna and This TV; plus airings on stations in 20 of the Top 20 DMAs
• More than half of the airings were of the :60 (56%), with 27% the :30 and 17% the :15
• Over 74% of airings were during “waking hours” with 5% occurring in Prime Time

Connect360 designed a digital marketing campaign designed to run during the awareness month and specifically target the key audience – parents. The multi-faceted approach included:

• Targeted video pre-roll
• Mobile marketing with geo-fencing technology to target parents as they trafficked near venues like schools, museums and stores like toy stores and children’s apparel

Combined Results

• 7 million video views
• 66,000 clicks to the campaign website