The “True Northwest” campaign was developed to promote the new KNKX flagship studio in the Pike Place neighborhood by reintroducing the station to the community and drive brand awareness and listenership. The concept behind the “True Northwest” campaign is to inspire individuals to look inward and reflect on what is to live in this region. It is not just a geographic existence, but also that of a state of being.
Contextual programmatic provided a solid base strategy to supplement our audio ad campaigns, helping us garner a large swath of the impressions and expand the overall campaign reach.
The Audiology platform aligned well with the campaign goals of increasing diverse audience awareness and listenership. The variety of voices and personas in the ads led to over 1 million impressions and a completion rate above 96%.
Spaceback Social Display ads were deployed as an authentic recreations of social media posts configured to deliver in traditional banner placements, supporting the programmatic campaign goals.
The campaign creative was transitioned to regional print publications to reinforce the visual and messaging aspects, building awareness and driving website landing page traffic.
