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Fox Soul
The Client
Total OOH impressions
Instagram views
National media stories generated
Fox Soul, an ad-supported streaming channel from Fox Television Stations, launched in January 2020. It focuses on Black culture and stories, offering a blend of news, talk and lifestyle shows. It bowed at a time when younger viewers were increasingly abandoning linear TV for streaming, with Fox betting it could connect with them using programming more tailored to their tastes than what they could find elsewhere.
Fox wanted to start with a splash. It decided to roll out Fox Soul in Atlanta, where nearly half the urban population is Black, hoping to connect with viewers interested in content that reflects their community and culture. The aim was to build marketplace awareness of the digital channel.
When you want to build awareness, frequency is the name of the game. We wanted to hit the target demographic from all sides: on their commute, on their way to downtown nightlife, headed out to eat, drink and shop, while they did their hair, and on their general daily errands. This was the public’s first intro to the channel, so it was important that we told as many people as possible about it.
At the same time, we also wanted to find sites with impact. We thought about where our target demo would spend extended time and placed ads in those places that would have a longer dwell time.
We took Fox’s healthy budget and put it to work with a four-week campaign that achieved our frequency and impact goals, using a place-based and general market strategy. For place-based, we put Fox Soul digital and poster ads in 45 salons and barber shops. For general market, we decided on transit media, using bus ads, digital transit shelters and a subway domination of the busiest station in the Atlanta market. Lastly, we booked two impactful downtown digital billboards to add a prime element to the campaign.
“Real Housewives of Atlanta” star Porsha Williams showed a preview reel for Fox Soul on her Instagram feed on the day of the launch (January 13, 2020), and it garnered an impressive 82,319 views.
The process for this campaign was very standard. We waited for approvals on the budget and media, then slowly waited for artwork to come through after securing the media. Campaigns with big advertisers sometimes require patience, so we make provisions to ensure everything stays on track. For instance, we took care of all the production where it was needed — we like to be in control of the production and rush it when necessary to avoid delays. Luckily, that was not an issue this time around.
The process included:
Putting together the proposal with a la carte options and packaged media for the client to review
From their approval, we sent a contract and secured the locations.
In four weeks, the campaign generated 6,495,500 out of home impressions. We were very pleased. More importantly, so was the client!
Gino Sesto, Founder & CEO, DASH TWO
We get acquainted with as many outdoor vendors as possible for campaigns like this one. It’s easy to come up with billboards and anything traditional, but being more thoughtful in the strategy made it easy for us to propose the perfect media mix to fit our clients’ needs and budget.
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