Our Brightest Campaigns

Urban One executed a cross-platform initiative rooted in the HBCULove Tour, a three-city tour connecting the brand with underserved LGBTQ+, BIPOC, and LatinX HBCU communities to promote healthy sexual behavior. Each activation presented Gilead with the opportunity to engage students, administrators, faculty, and alumni via promotional giveaways and literature.

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• 29.8MM total digital impressions through a robust custom package, high-impact media and social strategy.
• 13MM total audio impressions meeting performance across both local and national radio.
• 105% total campaign delivery over-delivering against campaign booked impressions. respondents said the campaign made them think more positively about AT&T.
• 55K attendees exceeding client KPI, providing the Gilead optimal brand presence.

iONE Digital executed a branded opportunity anchored by itsAmerican Sounds franchise to celebrate the 50^th anniversary ofHip-Hop. Featuring Grammy award-winning artist, Robert Glasper, the AmericanSounds episode parallels his detailed, musical artistry with the luxuriousInfiniti GX60. American Sounds positioned Infiniti as an advocate forcelebrating unique stories.

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• 9.8MM total impressions across digital and social, over-delivering by 700K.
• 107% campaign over-delivery providing optimalbrand presence.
•  .47% CTR exceeding the iONE Digital benchmark of .15%.
• Over 3:30 average time spent watching custom content, exceeding the 1:30 benchmark.

Urban One executed a cross-platform initiative rooted in the Cincinnati Music Festival, reaching the audience through strong branding awareness and community engagement. The multi-touch campaign, inclusive of custom content (Curate Your Fresh), flyaway sweepstakes, Kroger retail activations, and a live Rickey Smiley Morning Show broadcast connected with AA consumers in authentic ways, driving brand relevancy and trial during Cincinnati Music Festival weekend.

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• 78MM total impressions across digital and radio.
• Over delivery of Curate Your Fresh digital sponsorship amassed 108%.
• Urban One Podcast Network delivered 1.5MM impressions in dynamic ad insertions, with 29% of total impressions served in the Rickey Smiley Daily Show Podcast.
• Over 3.4K entries for the flyaway sweepstakes providing the audience with an exclusive chance to win the ultimate CMF experience courtesy of P&G.

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iONE Digital executed a custom NIL (Name, Image, and Likeness) content campaign to drive awareness amongst the HBCU community by aligning with Target’s Get Ready for Homecoming initiative. The social content leveraged and amplified six influential HBCU student-athletes promoting Black-owned products available at the retailer. The campaign tapped into the dedicated, engaged audience that values authenticity and value-driven partnerships. The partnership advanced the equity of Black student-athletes, promoted the brand, and generated sales for Black-owned products sold at Target locations.

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• 12.1MM total impressions across digital and social, exceeding planned impressions by 1MM impressions.
• 115% over delivery of the social content campaign providing optimal brand presence.
• 938K page views building Target’s credibility as a retailer for the Black community.
• Over 854K social impressions garnered promoting Target’s Black-owned products.

One Solution aligned with cultural influencer Cedric the Entertainer, to create a cross-platform holiday-centric campaign anchored in a short-form original series. With some help from Walmart, the comedian and his family tackle relatable holiday scenarios. Each installment covered specific Walmart holiday initiatives and cultural nuances.

• 479MM total impressions across digital, radio, and linear during a 6-week flight.
• 69% increased brand favorability following the consumption of content.
• 2/3 of research respondents preferred the brand content over traditional :30s brand spot.
• Over 50% of research respondents were “much more likely to shop at Walmart for their holiday gifts” aligning with the client’s goal to drive Black holiday shoppers.

Legacy Lives On was a cross-platform program powered by Urban One/One Solution anchored in an immersive film exploring the historical and present-day economic challenges of Black America. Highlighting the stories of three uniquely determined women of Tulsa, Detroit, and Atlanta, the 45-minute documentary and ancillary custom content examined the current state of Black economics and the inherent barriers that exist. The three-phase media rollout focused on providing the target audience with authentic and inspirational content, empowering the message of financial wellness.

• 48MM+ impressions across digital, radio, and linear.
• 75% short-form content engagement rate exceeding the 66% benchmark.
• 5.3MM social impressions engaging 24K social followers.
• 95MM impressions garnered from the PR campaign.

Urban One executed a cross-platform campaign rooted in a four-city tour acknowledging racial disparities and exploring collective actions that could result in change. Each location on the experiential tour focused on capturing conversations on specific subject matters widely affecting Black communities. The cross-platform campaign courtesy of Chevrolet provided positive discourse and a community commitment to Real Talk, Real Change.

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• 182MM campaign impressions across digital, audio, and linear.
• 381MM national and local earned media impressions via consumer and trade press campaigns.
• 72% of research respondents viewed Chevrolet more positively
• 68% of research respondents are much more likely to take action and get more information about the brand.

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iONE Digital executed a branded opportunity anchored by its SZN Opener podcast franchise to amplify Amazon Prime Video’s reach during Black History Month. The curated content promoted Amazon Prime Video’s Culture Rated platform as the go-to premium source for Black audiences celebrating conversations, triumphs, and legacies.

• 13MM total impressions across digital and social, exceeding planned impressions by 2.4MM.
• 122% over delivery of the branded content campaign providing optimal presence.
• 9.93% engagement rate of social posts, exceeding a 1.50% benchmark.
• Over 3:45 average time spent watching custom content, exceeding the 1:20 benchmark.

Urban One executed a cross-platform campaign rooted in The Futurist, a three-part series pairing HBCU students with established leaders in their respective fields for compelling and reaching conversations through the lens of mentorship. The Futurist built brand affinity and consideration for AT&T among African American Gen Z and Millennials, highlighting the brand’s commitment to empowering HBCU students and awarding rising future makers with a $5,000 award to power their ambitions, courtesy of AT&T Dream in Black.

• 479MM total impressions across digital, radio, and linear.
• 70% of research respondents said the campaign made them think more positively about AT&T.
• 72% of consumers P18-24 reported increase interest in AT&T after watching the influencer campaign content.
• Over 64% of respondents are more likely to consider or continue using AT&T in the future after watching The Futurist.

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iONE Digital executed a custom content campaign developing A Strong Foundation and Black Joy Blazers to support Target’s Black Community campaign. The content amplified the brand’s support for the community, building its credibility as a retailer and advocate for the Black audience by empowering and leveraging trusted voices that matter to the community.

• 31.7MM total impressions across digital and social, exceeding planned impressions by 4.7MM impressions.
• 117% over delivery of the custom content campaign providing optimal brand presence.
• 10.5MM video completes building Target’s credibility as a retailer for the Black community.
• Over 3:59 average time spent watching custom content, exceeding the 2:00 benchmark.