In 2021, STN Digital was tasked with developing a multi-phased full paid media funnel strategy to generate top of mind awareness and linear tune-in for the new syndication of Young Sheldon in the New York, Chicago, and Dallas key markets in partnership with Warner Bros. Discovery.

How STN harnessed Paid Media for Young Sheldon

As a continuation of our longtime partnership with Warner Bros., STN team produced, tested, and optimized creative assets like video clips, photo manipulations, and memes to use throughout the campaign. From an impact perspective, digital content reached over 52% of the average projected reach across those markets with over 30% more efficient cost per reach than platform estimates. Content saw a 70% higher engagement rate than social benchmarks. Combined digital impact resulted in 176.5M impressions, 30M unique users reached, a $7.04 CPM, and 20.2M total views.

The campaign also collected over 11K email submissions and generated a retargeting audience of 6.8M. Thanks to STN’s paid strategy, over 500K sweepstakes entries were received far surpassing the previous record of 100K entires. In addition to the digital awareness portion, view consideration among audiences that were shown Young Sheldon media was 15 percentage points higher than non-exposed users.