Cross Channel Campaign Drives Tune-In For AOL On

Background:

AOL On was gearing up to launch its first ever original, long-form, digital series, CONNECTED. The innovative docu-drama series captures American life through the eyes of six extraordinary New Yorkers, filmed and told by the characters themselves. 

Challenges:

With other client directed marketing efforts already in play, our media planning and buying teams strategized how to most effectively drive tune-in within budget parameters. The goal was to reach tech-savvy viewers who would be interested in a raw reality show.

Solution:

CONNECTED features people from all walks of city life, presenting an opportunity to reach a potential audience through multiple media.  We included a mix of strategic placements in New York and Los Angeles urban environments to reach city dwellers with a cross platform approach. We leveraged campaigns with our media partners to include sweepstakes and social media blasts. By designing a customized flight schedule, an effective frequency was maintained throughout the campaign.

Results:

CONNECTED, AOL On’s first long-form original series, received over one million views in its first week, with more than 15 percent of views of the series’ first episode occurring on over-the-top (OTT) devices. This marked one of the most successful opening weeks for an AOL Originals series.