Share More, Dream More

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Title

Share More, Dream More

Advertiser:

HNA Group

Year:

2017

Source:

OUTFRONT Media US

Product Category:

Charities

OOH Format:

Outdoor

Country:

United States

Objective:

HNA Group, a Chinese-born global company, wanted to increase their brand awareness internationally while pledging to give back to local communities. The goal was to gain recognition but also encourage donations to World Food Program.

Target Group:

New York city dwellers and tourists.

Strategy and Media Used:

HNA group used a large format digital asset in Times Square to engage with consumers. The ads displayed QR codes that people could scan with their smartphones to make donations and share on the social media. The campaign combined the power of Out-of-Home, mobile and social media.

Results:

  • Over 85,000 engagements including interactions with the digital screen and on Facebook.
  • Over 339,000 views on Instagram
  • 5,700+ new Facebook fans gained during the campaign
  • Over 3 million consumers reached through this campaign