Objective: Drive Tune-In. Create a must-watch proposition. With a reduced budget and decreased media support, develop a campaign to boost ratings. Adjust marketing to reflect the audience on ABC. Drive voting with digital media (display, email, social) due to loss of fan poll on ESPN homepage.
Approach: I developed the overall look & feel of the campaign and worked with on-air production to translate it to TV and print.
For digital creative, I worked with the marketing, media and CRM teams to strategically plan the digital assets – use our placements effectively and streamline communications. I designed the look & feel of all digital assets. I designed the layout and in-banner voting functionality of the display banners, worked with the developers & oversaw final execution.
Email campaigns: I designed and built responsive emails to give fans the best experience across platforms/devices. By targeting explicit fan preferences, we delivered personalized creative to highlight their favorite athletes, teams and events. For tune-in emails, I incorporated dynamic, real-time messaging, video and live twitter feeds to drive engagement.
It was a collaborative effort with the ESPYs team to create a cohesive campaign that fit the ESPYS brand and achieved the marketing goals.
Results: The show achieved a 5.07 US HH rating and peaked at 6.9, +255% YOY.
The digital display creative utilized interactive in-banner voting and targeted fan segments. Engagement increased by +16% YOY. The email campaign increased click through rates by +55% YOY.
Overall, voting was up +53% YOY, despite the loss of key homepage placement.
