Social Media Success:
How a Series of Promos Became
the #1 Search Term Online
As an NBC affiliate, KING 5 faced a dilemma. The Olympics would bring tremendous sampling from nearly 85% of the DMA, but the ad buy for the Games and the elections would leave limited or no on-air promo availability.
So, how do you promote local news without inventory?
By scouring available research and supplying outside data, Lisa was able to discover a critical opportunity. Instead of treating the three week period between the Olympic closing ceremonies and Labor Day as fallow, Lisa envisioned it as place to build a bridge. The strategy was simple: capitalize on the sampling and goodwill of the Olympics by engaging viewers in a rich and interactive environment and then build a social habit that would carry into the political season.
The Creative Services Director knew mornings were a strength for the station and the anchor team had a strong social media presence. Together, they devised a plan to deliberately drive viewers online using the morning anchors.
Lisa interviewed all of the talent and crafted a series of spots designed to tell deeply personal and authentic stories that also reflected the ethos and brand values of KING 5 news. The trick was reflecting those stories back to the viewer in an emotional, yet surprising way.
It worked. The campaign generated instant buzz. True Stories became the #1 search term on KING5.com, a site that routinely generates 14 million page hits a month. The promos consistently ranked in the top 10 of video plays among news content and generated 40,000 unique visits across all campaign content. Viewers enthusiastically and positively engaged with the material on Facebook, Twitter, Pinterest, and Instagram.
True Stories deserve happy endings. Morning ratings are up on both KING and its sister station, KONG.
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“I’ve hired Lisa on three different occasions. Each time I’ve been impressed with her professionalism, ability to collaborate, jaw-dropping creativity, and outstanding writing skills.
But the real reason to hire Lisa is her brain. It’s rare to find someone with fully developed creative skills who is also a first-rate marketing strategist. Lisa cares about the message and who it’s reaching. She will use every skill in her impressive repertoire to make sure your marketing objectives are met. The fact that she can do this while also crafting emotional, memorable creative is truly remarkable.”