Pittsburgh Post-Gazette – Media
The region’s top news source was making big news of its own.
When the Post-Gazette developed a new interactive app to grow its digital audience, they asked us to create excitement around the product and drive trial through downloads.
We implemented a multi-tiered strategy that made headlines.
Our approach focused on three key components – Awareness, Trial and Usage. We identified our high-opportunity target audience as “Digital Newsies” – tech savvy reader who frequented online news sources. We utilized broad-reaching media such as TV, outdoor and T-station dominations to create a buzz around the app. To encourage downloads, we trained, outfitted and deployed street teams at major sporting and cultural events and handed out over 20,000 cards with download instructions. We also created a contest where entries were based on both usage and downloads. Through geo-targeted banners, keyword search, paid and organic social, the campaign generated nearly 5 million impressions and 70,000 clicks to app stores in less than a year.