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. 


What are the agencies saying about the campaign?