Finance
Challenge:
Create budgeting content that appeals to African American publications and their readers.
Solution:
Utilizing a tips and takeaways approach to establish a Black-owned digital bank as an expert in the field and appeal to its specific target audience, we created a formatted, half-page piece of content to connect with consumers. The content was syndicated to print and digital publications nationwide using both earned and paid tactics. Added Social Media Amplification helped further enhance the reach of the project.
Results:
- Earned Media – 154 placements & 5,171,117 impressions
- Paid Media – 868 placements & 66,541,299 impressions
- Social Media – 2,824 engagements & 98,587 impressions
- Total Program Ad Equivalency – $342,467
Challenge:
Share client survey results and help bridge the knowledge gap amongst teens regarding finances and homeownership while working on a tight budget for content creation and distribution.
Plan:
Create an unformatted piece of content that connects with teenagers and their parents to form a foundation for financial literacy while highlighting homeownership as an example and citing survey statistics throughout. Syndicate content to print and digital publications using both earned and paid tactics.
Results:
- Earned Media – 134 placements & 3,333,186 impressions
- Paid Media – 1,002 placements & 305,421,525 impressions
- Total Program Ad Equivalency – $1,195,391 &
- Total ROI – 284:1
Challenge:
Share client-provided shopping tips, showcasing the client’s e-commerce site as a solution for saving money.
Solution:
Create a formatted half-page layout as part of a multi-faceted campaign to introduce consumers to a digital shopping platform that offers budget-friendly gift ideas ahead of the editorially popular holiday timeframe. In addition to the financial-focused, formatted piece of content being distributed to print and digital publications via earned and paid tactics, the content was promoted using social media to garner further engagement and impressions.
Results:
- Earned Media – 206 placements & 8,763,123 impressions
- Paid Media – 1,211 placements & 312,956,995 impressions
- Social Media – 2,704 engagements & 105,573 impressions
- Total Program Ad Equivalency – $1,217,204
- Total ROI – 202:1
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