CASE STUDIES

CLIENT: Arts Huntsville
CATEGORY: Nonprofit -Arts
AUDIENCE: Parents, arts patrons, festival-goers
GOALS: Event promotion for Panoply, a three-day arts festival
SOLUTIONS: Quiz, display, rich media, social posts, station partnership promotion, LiveAlert app, email

RESULTS

  • Client wanted to boost attendance for its annual arts festival.  We advocated a campaign for visibility and social sharing.
  • We ran ads on WHNT.com and the Tribune Audience Network, targeted to our DMA, delivering 115,431 impressions and 273 clicks (.24%) to client event landing pages.  We also created a custom quiz, “What Famous Artist Are You?”.  Quiz ads on WHNT.com delivered 63,287 impressions, leading to 295 clicks (.47%) and 308 additional people for client’s database.
  • The station participated in the event as a sponsor, stepping outside the booth to wander the event with talent and swag.  Panoply-related posts saw huge engagement (75.5k video views, 729 reactions, 328 comments, 53 shares) and benefited both station and client.

WHAT THE CLIENT SAID

“Arts Huntsville’s digital presence increased exponentially across Facebook and Instagram thanks to WHNT’s social media campaign. WHNT helped us increase our social media presence in a way that would otherwise be impossible with the resources we alone have on hand. Having WHNT talent in the park garnered positive responses from attendees and staff alike.”  – Daniela Perallon, Marketing & PR Manager

CLIENT: Valley MLS
CATEGORY: Real Estate
AUDIENCE: People ages 50+, Huntsville Zip Codes
GOALS: Increase attendance at multiple open houses hosted by member realtors over a target weekend
SOLUTIONS: Preroll, livestream and Facebook video, display on WHNT.com, TAN and TWC mobile app

RESULTS

  • The open house campaign ran for twelve days.  Average number of client website sessions, pageviews, and session duration all increased during the campaign.
  • The campaign created a 5.6% increase in visits to Open House listings – that’s about 2,500 more sessions.  The 447 users who clicked through via display ads averaged 3.5 minutes onsite, viewing an average of 4 pages.  The 580 users who arrived via Facebook spent an average of 6 minutes onsite viewing an average of 5 pages.  The Facebook video reached 27,856 people, was viewed to completion 1,584 times, and received 132 reactions.
  • Ultimately, there was high participation by member realtors who were very satisfied with larger-than-average attendance at their open houses.

WHAT THE CLIENT SAID

“Thanks to your help we are going to have one of the largest open house weekends ever –over 700 houses will be open Saturday and Sunday for Open House Weekend.” – Josh McFall, CEO