YP℠ (formerly YellowPages.com) is a leading local marketing solutions provider in the U.S. dedicated to helping local businesses and communities grow.
Situation: YP wanted to drive awareness, downloads and registration of its YP app and mobile site among consumers that often look to Yelp or Google to identify their local businesses.
Action: In order to position YP as a leading local search tool for U.S. consumers, the Make Every Day Local marketing campaign was created featuring celebrities including Jake Owen, Hannah Storm and Giuliana and Bill Rancic. Celebrities were featured in short documentaries traveling across their hometown's local businesses. The videos lived on YouTube and the campaign was primarily social, driving engagement across Facebook and Twitter. Consumers were encouraged to "make every day local" by posting about their favorite local businesses.
The social campaign was amplified through a traditional media strategy, highlighting the creative, the celebrities and local businesses featured in, targeting local market press, ad/marketing trades and tech press. In addition, we leveraged the trend of social only marketing and the trend of video web series hook in interest by the press.
Results: Quality media coverage in Adweek, MediaPost, USA Today and The Drum, coupled in a significant increase in downloads from the campaign launch in February to May of 50 percent.