WE ARE THERE
Awareness Campaign
WAVES 1 and 2 PERFORMANCE
Media Plan Overview
Wave 1 of the We Are There brand campaign ran from June 10 to August 9, and Wave 2 ran from September 9 to November 1. Nationally, CCUSA placed print, digital and broadcast media targeting Catholic and politically conservative audiences. Agencies that decided to fully participate ran locally branded media adjacent to the national buys. This included social media ads and ConnectedTV, as well as public service announcement placements. Below is a media recap of all the various placements associated with Waves 1 and 2.
WeAreThere.US
Landing page with participating agency overviews
searchable by ZIP Code
National Media
Our national media presence connects back to our landing page, with participating
agency overviews searchable by ZIP Code.
The media mix for Wave 2 was adjusted based on the performance review of Wave 1. In Wave 2, we focused on Catholic placements, advertising in National Catholic Register, First Things, National Catholic Reporter, Commonweal and Our Sunday Visitor as well as National Review and The Bulwark Podcast. Additionally, we placed ads on Fox News Digital but not Fox News broadcast, due to higher costs during the election season.
Broadcast
Fox News
Digital Ads
Conservative: First Things, Fox News, National Review Catholic: America Magazine, CRUX, Commonweal, National Catholic Register, National Catholic Reporter, Our Sunday Visitor, U.S. Catholic
Magazine Print Ads
Conservative: National Review Catholic: America Magazine, Commonweal, National Catholic Register, National Catholic Reporter, Our Sunday Visitor, U.S. Catholic
Podcasts
Conservative: Bulwark, The Dispatch, National Review Catholic: America Magazine, Commonweal, CRUX, Our Sunday Visitor
Subscriber Email
or E-Newsletter
Conservative: First Things and National Review Catholic: America Magazine, Commonweal, CRUX, National Catholic Reporter, Our Sunday Visitor, U.S. Catholic
Sponsored Article
or Dedicated Email
Conservative: National Review Catholic: CRUX, Commonweal, Our Sunday Visitor, National Catholic Reporter
Local Media
Local media connects back to our landing page, with participating
agency overviews searchable by ZIP Code.
ConnectedTV
TV spots with local logos and targeting
Agency-Placed Media
Through media match program
Facebook Digital Ads
Facebook carousel ads with local logos, messaging and targeting
LinkedIn Digital Ads
LinkedIn ads with local logos messaging and targeting
YouTube Digital Ads
YouTube 15-second video ads with local logos and targeting
Public Service Announcements
TV and radio spots with local logos/messaging distributed by agencies to their local media
Non-Paid
Our non-paid media presence connects back to our landing page, with
participating agency overviews searchable by ZIP Code.
Earned Media
Both national and local press releases
Organic Social Media
Both national and local
Diocesan Newspapers
Local submissions
122K
Page views for the WeAreThere.US campaign landing page
Wave 1 achieved 70K page views, while Wave 2 generated 50K page views. The decrease can be attributed to changes in the media plan, such as the removal of Fox broadcast TV, as well as a modest decrease in spend levels for Wave 2. Additionally, Wave 1 benefited from a more substantial earned media presence driven by the initial PR efforts.
92K page views for both waves
from digital activities (national digital ad placements, local market social media ads, shared press releases, organic social media posts)
34K page views
from national Catholic digital periodicals and national conservative digital placements
Top 5 national digital ad placements by landing page views
Wave 1
8,155 Fox News
6,789 National Review
5,087 National Catholic Register
2,461 National Catholic Reporter
1,267 Commonweal
Wave 2
5,471 National Catholic Register
3,226 Fox News Digital
3,050 National Review
1,851 National Catholic Reporter
743 Our Sunday Visitor
Fox News broadcast and digital placements
Broadcast ads ran only during Wave 1 placement.
43 ads aired
including 10 bonus spots valued at $73K
13.4M adults, 25+
estimated viewership for all broadcast spots
8.9M impressions, Waves 1 and 2
from digital ads
Earned media
Wave 2 of the campaign did not feature concentrated earned media efforts, as the national and local press release distribution took place at the beginning of Wave 1. We will consider additional earned media opportunities as we transition into Wave 3.
250+ publications
picked up the national press release, distributed through PR Newswire, including the Associated Press, Yahoo and various local outlets nationwide
2.4M+ readers
reached by localized press releases by Catholic Charities agencies
Social media digital ads
placed for agencies in local markets by CCUSA
Waves 1 and 2 combined results:
YouTube
8.9M interactions
9.5M impressions
Facebook
17.3M reach
40.8M impressions
LinkedIn
1.5M reach
1.5M impressions
Connected TV (CTV) ads placed for agencies by CCUSA in local markets
Waves 1 and 2 combined results:
12.9M impressions
34K total conversions
Nearly 9.9M impressions during morning, day and prime showtimes
Top 5 publishers for CTV
ads by impressions (Wave 1)
Pluto TV
1.1M impressions
Pluto TV is a free, ad-supported streaming television service owned and operated by Paramount Streaming.
Samsung TV Plus
819K impressions
FOX News
795K impressions
VIZIO WatchFree+
595K impressions
CNN
300K impressio905
Top 5 publishers for CTV
ads by impressions (Wave 2)
Pluto TV
1.1M impressions
Pluto TV is a free, ad-supported streaming television service owned and operated by Paramount Streaming.
VIZIO WatchFree+
1.1M impressions
Samsung TV Plus
905K impressions
FOX News
901K impressions
Tubi
295K impressions
TubiTV is an ad-supported streaming television service owned by Fox Corporation.
Explore examples from various national digital placements
Definitions
Impression: The number of times the ad appeared on users’ screens
Interactions: The number of times users engaged with the ad for 10 seconds or longer
Reach: The number of unique users who saw the ad
CTV Conversion: Conversion is tracked by collecting device IDs or IP addresses of website visitors and matching them with those who were served a streaming ad; a match indicates that the ad influenced the user to visit the website.
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