Challenge
As traditional news and print are moving into the digital experience, our continuing challenge is introducing the importance of journalism to emerging audiences and showing how its power keeps you “in the know.”
Discovery
North Texas is one of the fastest growing regions in the United States, we discovered that many of new transplants, as well as people that have lived here all of their lives didn’t know all they thought they did about DFW and beyond.
Activation
We created a campaign that used the double-meaning headline of “Do you know?” Not only does that tie directly into what’s going on in your city, but even introduces us to prospects as in" “Do you know the Dallas Morning News? If you live in North Texas, should.” We created a series of “Do You Know” videos that were able to focus on a range of “do you knows” about North Texas and tie those directly to information and articles offered in the DMN. We also were able to craft in-the-moment “Know” digital social and OOH messaging that linked directly to hot topics and articles in the DFW area. Another tier of the campaign was partnering with local Social Instagram Influencers and creating an IYKYK (If You Know You Know) extension.
Impact
Our multiple-medium tactics and programs have successfully let the North Texas public now that they need to know the Dallas Morning News and introduced our digital products to new prospects and adopters. In 2021 our campaign won the Best Promotional/Marketing Campaign - 1 Million or more unique visitors - in Editor & Publishers 2021 Eppy Awards, where we competed with national mainstays like USA Today, CNN, Bloomberg News and more.