They may not be able to leap tall buildings in a single bound, but WPIX is hoping PIXPOWERWOMEN, its new marketing campaign, can be just as superhuman and entice viewers to watch its new 6:30 p.m. newscast. WPIX, the Tribune-owned CW affiliate in New York, kicked off #PIXPOWERWOMEN, its social media marketing campaign, over the weekend […]
They may not be able to leap tall buildings in a single bound, but WPIX is hoping PIXPOWERWOMEN, its new marketing campaign, can be just as superhuman and entice viewers to watch its new 6:30 p.m. newscast.
WPIX, the Tribune-owned CW affiliate in New York, kicked off #PIXPOWERWOMEN, its social media marketing campaign, over the weekend to launch the city’s only nightly 6:30 newscast that debuted Monday evening.
“There have been more than 100,000 views of the videos since [the campaign] was launched on Saturday night,” said David Hyman, WPIX’s VP of creative and marketing.
The campaign was conceived, crafted and executed entirely in-house. Dave McDonald, WPIX’s promotions manager directed the campaign and Randy Wilkins, WPIX’s videographer did the editing.
The campaign lives entirely on WPIX’s social media platforms “so we can closely monitor the conversation we’re getting back and to interact with the feedback that we’re receiving,” said Elle Spektor, WPIX’s social and media strategist.
“The overwhelming response has been positive and the support has helped push the campaign forward,” said Spektor.
All of the women featured in the campaign are anchors and reporters for WPIX, and
“almost everybody in it is New York born and raised,” said Hyman.
#PIXPOWERWOMEN shares some of the stories behind the station’s female journalists, especially the two veteran anchors, Kaity Tong and Brenda Blackmon, and the station hopes it will start a dialogue with viewers about who they feel are the power women in their lives.
So far, more than 1,000 comments have been generated by the campaign.
Hyman says more videos are in the works. “The response has been greater than anything I remember in a long time.”
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