THE OPPORTUNITY

WFAA came to CultureHype with the hopes of increasing their reach with new audiences while also expanding into influencer marketing & teaming up with local creatives. After seeing WFAA’s feature on Amber and how CultureHype is shaping North Texas, they were intrigued to partner with us to assist with their major rebrand.

THE DEVELOPMENT

As an expert in tapping younger audiences & using the natural authenticity of people’s personal stories to promote businesses, we saw a unique opportunity to help their TV station grow. Through this collaboration, CultureHype was able to help WFAA arrange important business partnerships, plan experiential marketing events, & assist in their award-winning #IAmUp campaign, carrying their message into all levels of their branding.

The campaign and rebranding kicked off with their award-winning #IAmUp commercials, which show the meaningful and inspiring stories of Demetria Obilor & other anchors. The spot helps show the station’s support of diversity of unique stories, encouraging young girls &women to be authentically themselves. In this campaign, we were able to help with talent casting, recruiting local creatives, &, with our coordination, this commercial was nominated for a number of both Emmy and ADDY Awards.

We also sought out to help WFAA achieve their goal of expanding community growth & to do so, CultureHype coordinated a variety of experiential events for them, including coffee pop-ups with Houndstooth Coffee. This experience allowed them to connect with local businesses & members of the community in new and authentic ways by inviting viewers to enjoy some free coffee alongside their favorite WFAA TV personalities.

THE RESULTS

The addition of WFAA’s Daybreak PopUP series gave the community a chance to talk to anchors about the local news. In doing so, WFAA was able to boost all of the city’s favorite personalities and build upon their #IAmUp campaign which focuses on the human element of the anchors. 

To continue with their Daybreak PopUP series & further coordinate the rebrand, we coordinated a renewed partnership with the W Hotel in Dallas to feature their female on-air talent from WFAA 8’s #UpWithHer program during the W’s All TogetHER Pool Party series. All of their female anchors attended the event, allowing them to engage with the public in yoga, styling, & other fun while promoting their #IAmUp segment & the station. 

Finally, CultureHype wanted to connect WFAA with other media outlets & other like-minded companies trying using innovative marketing tactics. Knowing this, we were able to bridge important connections including a lasting partnership with the Dallas Museum of Art & a high dollar media partnership with the annual Edge of Texas by Texas Monthly. Overall CultureHype was an essential link to the success of this campaign, allowing WFAA to establish themselves in the community in new and exciting ways through connections with local creators, tastemakers, & important partnerships.