Feel-Good Photo Gallery Delivers Big for Sponsor & Community

The Idea

The team at KWKT-TV set out to create a campaign that would give back to their community in a meaningful way while also driving engagement. Their goal was twofold: connect neighbors through acts of generosity and create an interactive experience that encouraged audience participation.

To bring this vision to life, they developed a photo gallery where viewers could spotlight individuals in need of home repairs or improvements.

The Execution

KWKT-TV launched the Love Thy Neighbor Home Improvement Giveaway, sponsored by a local construction company. The campaign invited viewers to nominate deserving community members who could benefit from much-needed home repairs or upgrades.

Participants submitted nominations by uploading photos – either of the individual or the area needing renovation – along with a written explanation of why that person should be selected. Each month, one winner was chosen to receive free residential construction or repairs, with projects ranging from wheelchair ramp installation, bathroom floor repair, ADA access doors, window replacement, and porch or roof repair or replacing rotted wood on siding.

The giveaway operated as an ongoing photo sweepstakes, allowing nominations to continuously roll in and keeping the campaign top-of-mind. KWKT-TV supported the promotion with a strong multi-channel strategy, including segments within their 3 evening newscasts, posts on their station social channels, ads and menu tabs on their website, and mentions via broadcast.

The Results

The campaign delivered a powerful impact for both KWKT-TV and its sponsor. It generated hundreds of heartfelt nominations – and continues to drive steady engagement as submissions keep coming in.

For the sponsor, the campaign significantly boosted visibility and brand affinity in the community. By leading a meaningful, feel-good initiative, they earned widespread recognition and goodwill, resulting in new residential and commercial leads. The positive response was so strong that other local businesses were inspired to launch similar efforts, creating a ripple effect of generosity across the community.

From a revenue standpoint, the campaign was a clear success. KWKT-TV initially secured $26,000, and due to the campaign’s strong performance, the sponsor renewed at $30,000 for the following 12 months – with plans to continue the partnership for years to come!