Kicking the Stigma Campaign
Advertising | Paid Media
SITUATION
The Colts and the Jim Irsay family launched Kicking the Stigma in 2020 in order to raise awareness about mental health and remove the stigma often associated with mental health disorders. Kicking The Stigma’s focus was raising awareness about the prevalence of mental health disorders in our communities in Indiana and across the country.
The Colts had previously handled media placement internally and needed a partner who could help take it to the next level for 2023. The Indianapolis Colts partnered with Hirons to help raise awareness of the initiative through strategic paid media planning and placement on a national level.
STRATEGY
Hirons believes firmly in psychographic profiles or “personas” which transcend typical demographics boundaries. With data-driven resources we probe into the values, attitudes, opinions, and mindset of the target audience. This provides the most relevant insight into building strong emotional connections and to establishing deeper empathy surrounding Kicking the Stigma.
The Colts and Hirons developed a multi-layered media strategy using video assets featuring key messages delivered by Colts ownership and its players. This included a mix of national and local broadcast in high-value NFL and college football matchups, as well as Connected TV and strategic paid social placements to reach users with personal and impactful messaging when they are most attentive and receptive.
The Hirons media team completed daily performance optimizations throughout the tight campaign flight dates to ensure full delivery of Kicking the Stigma messaging to target audiences across multiple geographies. This continual nurturing of buys lead to the full delivery of budget resulting in meeting and exceeding agreed upon goals and key performance indicators for the campaign.
RESULTS
141 million
ad impressions delivered
$550,000
added value impressions secured
3,500%
increase in homepage traffic
800%+
increase in direct and organic search traffic
OUR WORK
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