Case Study: West Hawaii Today achieves 1K+ opt-ins and new advertiser interest with Second Street Lab

Pet Contest Collects over 1K Opt-Ins for Small-Market Paper

West Hawaii Today, a 13,000-circulation daily newspaper in Kailua-Kona, Hawaii, wanted to engage its community and attract new advertisers through a pet-focused promotion. The paper used a Best Pet Photo Contest, supported by Second Street Lab, to tap into local interest while tying the effort to community events and existing sponsorships.

Second Street Lab helped West Hawaii Today run and promote the contest across print, web, Facebook, and sister publications, while local partners and sponsors amplified awareness. The campaign generated 1,021 opt-ins total, $1,225 in revenue, over 51,000 pageviews, and interest from additional advertisers for future contests, showing strong audience engagement and monetization impact.

West Hawaii Today