City of Detroit: “Detroit for Life” Campaign

GOAL:

Deploy a full-scale integrated advertising plan to drive awareness and inform Detroiters of available ARPA-funded programs leveraging high-visibility media placements and influential voices to amplify message reach.

TACTICS:

• 6700 Broadcast TV/Cable/OTT spots

• 769 Radio/Streaming spots

• 30+ Out-of-Home (Billboards, Digital Display, Kiosks)

• Digital Engagement (Paid social, OLV, paid search, display ads, geofencing, CTV)

• Print and digital ads plus video content via 20+ Detroit community media outlets and influencers

RESULTS:

Via the $870,000 media buy over 4 months with negotiated added value, the campaign delivered 800 million impressions. Digital view rate, average watch time and geofence ads remained strong and above benchmarks among women, adults 25-34 and mobile throughout the campaign.