Help advertisers embrace USA TODAY’s value as more than just a newspaper, but as an engaging multi-platform media choice of online, mobile and print. Advertisers are the most cynical target audience, so the extra challenge was to find creative ways to reach them.
In addition to a multimedia communication campaign for digital, TV, print, Sharon's team at The Farm came up with the idea to stage street performances outside of Media events to demonstrate USA TODAY’s broad range of advertising solutions.
The eight-week campaign generated more than 112 million impressions and 150,000 clicks to USA TODAY’s advertiser media kit. The street performance video garnered over 7,000 fans to the USA TODAY YouTube page.
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“The problem is that many advertisers still think of USA TODAY as just a print option,” said Susan Lavington, Senior Vice President of Marketing at USA TODAY. “USA TODAY turned to BrandCottage (media firm) and The Farm to create a strong business-to-business campaign – one that would get media buyers to take a deeper look at our many innovations.”