Layering Digital and Traditional Strategies for Award-Winning Campaigns

May 13, 2021

The digital era has fundamentally changed the way we connect with people. It has vastly expanded the opportunities to get a message in front of audiences and maintain customer connections. It also unknowingly prepared us to be able to communicate when a global pandemic changed nearly every aspect of our day-to-day lives.

As people create and consume digital media around the clock, simply shouting your message into the ether won’t guarantee it has the intended impact. Digital platforms are saturated with content and it takes experience, strategy and clear objectives to cut through the noise.

Here at King Media, we don’t believe in a one-size-fits-all approach for any campaign, especially not a digital campaign. Tailoring a custom-fit digital strategy to the needs of a client means constantly thinking outside the box and utilizing our entire toolbelt of marketing expertise.

Sometimes, a touch of traditional can tip a digital campaign from good to great. (Or, in our case, from great to award-winning!)

When Southwest Michigan Behavioral Health came to King Media for a problem-gambling prevention campaign, a strategic blend of digital and outdoor was a great fit for the target audience: gambling seniors and gaming teens. We paired 30-second Facebook videos and a 6-second Snapchat video with outdoor creative to reach our audiences throughout their day: at home, on the road, and on their phones. We were honored to receive a Platinum AVA Digital Award for Integrated Marketing for SWMBH’s “Fun Until It’s Not” problem-gambling awareness campaign.

Layering digital and traditional tactics helps your campaign reach consumers at multiple touchpoints to create maximum impact.

Another campaign receiving international recognition from the AVA Digital Awards was Kent County Health Department’s integrated marketing campaign “About Last Night,” which was a light-hearted approach to raise awareness of binge drinking and other unhealthy consumption habits. The campaign blended complementary digital and traditional ad placements for maximum impact. Our target audience was active on Snapchat while they were out drinking at bars and restaurants in Downtown Grand Rapids. With this in mind, our campaign combined a Snapchat campaign running strategically running from 5 p.m. to 2 a.m. and an outdoor campaign focused on placement in downtown Grand Rapids, right in the middle of the bar scene.

Award-winning campaigns require strategic planning and an eagerness to identify the best solutions for each target audience. King Media’s six new AVA Digital Awards involve all aspects of digital marketing, from community-based public education campaigns to video production.

The AVA Digital Awards program is an international competition recognizing creative professionals responsible for the planning, concept, direction, design and production of digital communication. Work being honored includes digital campaigns, audio and video production, website development, social media engagement and mobile marketing. We are thrilled to have received six AVA Digital Awards for our work!

Platinum Awards

Integrated Marketing Campaign – Southwest Michigan Behavioral Health
It’s Fun Until It’s Not

Integrated Marketing Campaign – Kent County Health Department
About Last Night


Gold Awards

COVID-19 Digital Response – Mason Public Schools
Stronger, Smarter, Safer Together

Video Production: Ad Campaign – Michigan Independent Pharmacists
My Independent Pharmacist


Honorable Mention

Integrated Marketing Campaign – Berrien County Health Department
The Dirt on Weed

Short Form Web Video – Granger Construction
Granger Construction Recruitment Video


If you are looking for creative problem-solvers to take your next integrated marketing campaign from good to award-winning, give King Media a call at (517) 333-2048. Or contact us today.