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” marketing 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 display ads provided a solid base strategy to supplement our programmatic digital audio ads, helping us prospect for new audiences and expand the overall campaign reach.
Programmatic digital audio ads, with key audience targeting, 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 authentic recreations of social media posts configured to deliver in traditional banner placements, supporting the programmatic campaign goals.
The campaign creative was extended into regional print publications to reinforce the visual and messaging aspects, building awareness and driving website landing page traffic.
