WPRI 12+ APP LAUNCH

A full-scale launch campaign introducing a free streaming app to Southern New England viewers.

When WPRI launched its new WPRI 12+ streaming app, the challenge wasn’t just awareness—it was education. Viewers needed to understand what it was, why it mattered, how to get it, and that it was completely free.

I developed a campaign that simplified the message and delivered it everywhere: broadcast promos, YouTube explainers, newscasts, billboards, and social media. The result: a seamless rollout that turned WPRI 12+ into a must-have streaming app for local viewers.

ROLE:

Campaign Development: Creative Lead / Writer / Producer

Promo Production: Writer / Editor / Motion Graphic Designer

SCOPE:

Broadcast / Streaming / YouTube / Social / OOH / Newscast Integration / App Education

IMPACT:

Record WPRI 12+ app downloads
Full-station launch campaign across broadcast, streaming, YouTube, social, OOH and newscasts
Helped make the app part of the station’s daily audience messaging

Audience-Specific Messaging

Messaging tailored different audience segments, including older viewers less familiar with streaming platforms. Here, our beloved TV weatherman explains the app to his mom.

Core Value Messaging

Reinforced the app's key differentiator: FREE access, with no subscriptions or hidden costs. Here's a spot featuring our morning show team.

User Education

Created step-by-step instructional content to simplify onboarding and drive downloads. Different versions were created for each streaming device.

Content Promotion

Promoted original programming to demonstrate ongoing value and the variety of programming available on the app.

Campaign Evolution

Follow-up creative to sustain awareness and reinforce messaging, post-launch, while also featuring some of the newest programming.