NGUX LAUNCH CAMPAIGN February 2015 TABLE of CONTENTS
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NGUX LAUNCH CAMPAIGN February 2015 TABLE OF CONTENTS Overview . 3 Campaign Summary & Goals . 4 List of Prizes . 5 Print . 6 • Recap & Reach Analysis . 7 • Cover Wraps . 8 • Full & Half Page Ads . 9 • Full Page Ads . 10 Digital . 11 • Recap . 12 • Digital Ads . 13 • Reskin . 14 • Admails . 15 Web Presence . 16 • Giveaway Landing Page. 17 • Entry Form & Headers . 18 Social Media . 19 • Recap . 20 • Facebook . 21 • Twitter . 22 • Instagram . 23 Campaign Results . 24 RedEye is the go-to guide for everything a twenty-something Chicagoan needs to get the most out of their city. RedEye does this by: (1) Being relevant – ensuring content and partnerships mean something to the RedEye reader (2) Being everywhere and anywhere – using a digital first mentality so con- sumers can access RedEye 100% of the time (3) Being out and about – interacting with consumers out in the market Who are we for? – Millennials (1) Specifically millennials around the age of 25 years old (2) Living in Chicago (3) With some level of college education (4) Who are looking to get the most out of their Chicago experience 3 Campaign Summary To celebrate the launch of the new, responsive, redeyechica- go c. om on the NGUX platform, RedEye rewarded their readers with a full month of giveaways during Free Stuff February . The campaign used a series of promotional sweepstakes featuring a variety of compelling prizes used to drive Millennial interest and traffic to the site . Goals Overall, the campaign had three main goals: 1 . Create awareness of the new redeyechicago c. om 2 . Drive traffice to the new site 3 . Reinforce the RedEye identity to our target consumer 4 The campaign used giveaways of relevant and valuable prizes to drive traffic to the site throughout the month – “Free Stuff February” . Prizes aligned with RedEye key content areas such as music, eat & drink, city life, events and stuff millennials want . Each prize was available for one day only, and was featured on the Free Stuff February landing page . Prizes included: • 25 pairs of Candy Crush Crawl tickets • 25 Utter Nonsense board games • 25 three-day GA passes to Riot Fest • 5 one-month Co-working Memberships from Level Office • 50 pairs of First Wives Club tickets from Broadway in Chicago • 10 pairs of three-day GA passes to the Chicago Comic & • 25 Intro to Sailing Classes for 2 from Chicago Sailing Entertainment Expo • 25 pairs of tickets to BeadQuest from Festa Parties • 10 pairs of tickets to a Chicago White Sox game • 30 pairs of tickets to a show at UP Comedy Club • 1 Chicago Sport and Social beach volleyball team of 12 • 10 pairs of passes to the 2015 RedEye Signature Events • 50 free bowls of noodles from Noodles & Company • 5 annual memberships to Liquor Lab • 25 pairs of tickets to the Chicago Irish Food & Beverage Crawl • 20 pairs of tickets to Blue Man Group • 100 $20 Curb taxi credits Overall, RedEye gave away over 440 prizes throughout the campaign. 5 PRINT 6 PRINT RECAP REDEYE PRINT WEEK OF 2/2 WEEK OF 2/9 WEEK OF 2/16 WEEK OF 2/26 Newspaper Wrap (6 total) 2/2 • 2/3 • 2/4 • 2/5 • 2/6 2/27 Full Page Ad – Prize (12 total) 2/11 • 2/12 • 2/13 2/16 • 2/17 • 2/18 • 2/19 • 2/20 2/23 • 2/24 • 2/25 • 2/26 Full Page Ad – This Week’s Stuff (3 total) 2/9 2/16 2/24 Half Page Ad – Calendar Ad (5 total) 2/10 • 2/12 2/16 • 2/18 2/25 REACH ANALYSIS PRINT GROSS IMPRESSIONS REACH REACH % FREQUENCY Adults 18+ 10,970,024 1,323,921 17% 70. 8 .29 RedEye Target* 1,998,022 300,620 64 .80% 6 65. * RedEye target consists of adults 18-34 who live in the city and have some form of college education (but not necessarily a degree) . Reach Analysis for print pulled . 7 redeyechicago c. om – Cover Wraps 8 redeyechicago c. om – Print Ads 9 redeyechicago c. om – Print Ads 10 DIGITAL 11 DISPLAY RECAP SITE IMPRESSIONS CLICKS CLICK THROUGH RATE redeyechicago c. om 200,182 494 0 .25% Chicago Tribune 150,209 137 0 09%. Metromix 150,142 239 0 16%. Chicago Now 150,121 54 0 04%. TOTAL 650,654 924 0.14% ADMAIL RECAP LIST SEND DATE SENT RECEIVED DELIVERY RATE OPENS OPEN RATE CLICKS CLICK RATE RedEye 2/3 252,633 249,111 1 .39% 21,668 8 7. 0% 1,019 0 41%. Chicago Tribune 2/3 7,296 7,172 1 7. 0% 796 11 10%. 125 1% 74. 12 redeyechicago c. om – Digital Ads 13 redeyechicago c. om – Reskin Note: Reskin was created for campaign but did not run 14 redeyechicago c. om – Admails WEB PRESENCE 16 redeyechicago c. om – Giveaway Landing Page 17 redeyechicago c. om – Entry Form & Headers 18 SOCIAL MEDIA 19 Throughout the campaign RedEye used it’s Facebook Twitter and Instagram channels to help promoted the daily prizes . All posts used the hashtag #FreeStuffFeb and some were supported with a paid promotional budget . Social Recap Social/Hashtag Results Facebook #FreeStuffFeb Hashtag Summary* Overall Paid Social Media Summary • 21 total posts • 1 14. million impressions (Facebook & Twitter) Twitter • 14 boosted posts • Nearly 24K clicks (includes clicks on Facebook • 9,776,727 timeline impressions and Twitter ad, not clicks to the website) • Overall Facebook budget: $3,350 • 1,553,341 reach • 770 new Facebook fans Twitter • 86 new Twitter followers Facebook • 64 total tweets Facebook Summary (for paid posts only) • 377,721 total impressions • 10 promoted tweets • 713,817 impressions • Average reach of 14,319 per post • 14,094 clicks • Overall Twitter budget: $2,698 • Engagement • Average CPC: $0 .24 – 135 comments Twitter Summary (for paid posts only) – 1,165 likes • 426,235 impressions – 120 shares • 9,499 clicks *Only includes metrics based on posts/tweets • 9,654 engagements originating from RedEye accounts • 86 new followers 20 redeyechicago c. om – Social Media (Facebook) 21 redeyechicago c. om – Social Media (Twitter) 22 redeyechicago c. om – Social Media (Instagram) 23 CAMPAIGN RESULTS Web Traffic Results Entry Results Page views Entry totals • Contributed to 3 6. % of all page • 13,225 total entries views on redeyechicago c. om for • 8,009 unique entries the month of February Entry demographics • Total of 73,084 PVs • Age breakdown, by generation Unique visitors of all entries: – Millennial: 72 4. 2% • Contributed to 6 4. % of all unique visitors on redeyechicago c. om for – Generation X: 19 4. 3% the month of Februrary – Baby Boomers: 7 .84% • Total of 19,752 UVs – Matures: 0 .31% • Average age of entries: 33 • Average age of Millennial entries: 27 • 73% of unique entries were Chicago residents (5,645 entries) Data Collection • 13,119 new emails added to RedEye admail list • 6,115 to Ticketbooth • 2,201 to Eat . Drink . Do . • 1,411 to Rundown 24 Following in the footsteps of the redesigned chicagotribune c. om website, the redeyechicago c. om site is ready to meet the needs of Chicago’s millennials – anytime, anywhere & on any device . This campaign overview created by the Creative Services Team.