Senior Art Director & Campaign Strategist | B2B + B2C
Enerel Samonte | Senior Art Director | 12+ years | Global campaigns | INMA Award-winning design
Creative Digital Designer
The Oklahoman Media Company is the largest Media Company in the State of Oklahoma. The media company encompassed The Oklahoman (newspaper), NewsOK.com, BigWing Media, and The Oklahoman Direct. With award-winning sports journalism, an in-house broadcasting studio, and a legacy of newspaper.
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As Creative Digital Designer, I directed and executed integrated campaigns across digital, print, and social platforms — driving a complete refresh of the brand’s marketing look and feel.​
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The Oklahoman.
Creative Digital Designer.
Be Campaign - Brand Awareness Campaign
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Encourage Print Readership or Engagement
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Challenge:
During the past 10 years, OKC has ranked among the nation’s fastest-growing cities, with
hundreds of thousands of new residents unfamiliar with The Oklahoman. Our challenge?
Build our brand’s reputation with these non-subscribers and convert them to customers.
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Objective:
Create a brand campaign that captures our market’s attention; measurably builds lowerfunnel
brand measures (favorability, purchase intent, Net Promoter Score) among nonsubscribers
and converts them to customers.
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My Role:
Lead Designer and Lead Art Director.
Design first rounds of Designs, choosing colors, themes and images. Be-Sidesplitting features my children, video and photos were taken by me. As well as Be-Zesty was photographer and directed by me.
Campaign:
The “Be Campaign,” is designed to create consumer demand by raising brand awareness, brand favorability and purchase intent.
The campaign, which highlights the quality and value of the content we deliver to market each day, uses the word “Be,” followed by an adjective that describes how our content positively impacts our readers lives.
For example, an execution using the words “Be Inspired,” tells the story of Lainy
Fredrickson, a special needs student who won the 2017 Courage Award at The
Oklahoman’s All-City Prep Sports Awards event – just one example of the inspiring stories The Oklahoman brings to its readers every day.
“Be Sidesplitting,” shows two young girls enjoying classic Sunday comics, while “Be Zesty” features Dave Cathey and his popular coverage of OKC’s newest restaurants.
Colorful and appealing visuals create an engaging and positive brand persona for The Oklahoman that helps break through the negativity surrounding today’s news environment. The campaign features a new tagline, “Be the very best you can be with The Oklahoman” and directs consumers to our website, OklahomaUnfolded.com, where they can learn more and subscribe.
The campaign has been promoted through numerous media channels, including television, radio, digital, e-mail, social, content, outdoor, point-of-sale, events and more.
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Results:
• Brand measures among non-subscriber target: Brand favorability up 52% & Purchase intent up 15% & Net Promoter Score up by 25%
• 200+ new full-access subscribers (and growing)
• 20% boost in Facebook followers, from 74,048 to 88,948
Campaign outperforming industry benchmarks (HubSpot, WordStream, LinkedIn, MailChimp):
• 0.15% CTR for digital ads (70.74% above industry benchmark of 0.09%)
• 0.96% CTR for Facebook ads (54.95% above industry benchmark of 0.62%)
• 0.74% CTR for LinkedIn ads (110.55% above industry benchmark of 0.35%)
• 14.00% CTR for emails (197.94% above industry benchmark of 4.70%)