Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
In 2020, a local city initiated a comprehensive campaign to promote awareness for the U.S. Census, a critical initiative for community representation and resource allocation. After an official RFP process, a local agency was selected to spearhead the effort, which encompassed both digital and traditional marketing strategies. This multifaceted approach included Over-The-Top (OTT) advertising, Video Pre-roll, Mobile Conquesting, Social Media, and Online Audio, alongside traditional channels such as television, print, and radio. The campaign’s messaging centered around the community being “ALL IN” and emphasized the importance of participation by highlighting census initiatives related to public safety, job creation, and neighborhood improvements
The campaign spanned three months, with an intensified push in the final month to ensure that every hard-to-reach adult in the county was aware of the Census and motivated to participate. Given the high percentage of adults who own mobile devices, digital tactics led the charge. Mobile Conquesting allowed us to target adults at key locations throughout the county, including college campuses, the Salvation Army, food pantries, and VA hospitals
To reach residents where they spend their time, OTT and Pre-roll video ads were deployed to capture attention while streaming TV at home and across various devices. Social media platforms, particularly Facebook and Instagram, played a crucial role in reminding people of the importance of completing the Census, with targeted messages tailored by age and local concerns. Lastly, Online Audio ads enhanced awareness while residents streamed their favorite music and podcasts
Over the course of the three-month campaign, we served more than 2,000,000 impressions, achieving an impressive 0.83% click-through rate—nearly 12 times the industry average. On Census Day, April 1st, our digital campaign made history by being the first and only county in Illinois to turn blue, reflecting a remarkable 51% response rate (actually reaching 57.6%) and earning a spot as the 6th highest response rate in the nation. When the Census deadline was extended, our campaign adapted seamlessly, continuing to engage and encourage participation in this top market
If your business is looking to create impactful, cost-effective marketing strategies, contact Vici Media today to explore our innovative digital solutions. For more information, email support@vicimediainc.com.
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