Goal: By leveraging URL Media’s partner network, the campaign aims to provide trusted, culturally relevant messaging, address vaccine hesitancy, and foster informed decision-making through a variety of platforms, including newsletters, social media, digital ads, and community outreach.
Approach: Multi-Platform Campaign Strategy
- Newsletter
- Bundle of 5 newsletters to engage subscribers with targeted vaccine-related messaging.
- Social Media Engagement
- Podcast & Radio Advertising
- Ads on podcast and radio radio partners broadcasts, using authentic storytelling to effectively engage listeners
- Display Ads
- Website Banners
- Mobile Ads
Outcome:
- Total Impressions: 7,685,712 across platforms, over delivering beyond expectations.
- Newsletter Performance: 21.84% average open rate (4% above industry standard). 7,513 banner clicks from newsletters.
- Display Ads: 1,138,144 total impressions (over delivered by 6,000 impressions) 1,226 total banner clicks.
- Podcast Ads: 503,844 total impressions across platforms.
- Social Media Impact: 144,575 total impressions across Instagram, Facebook, Twitter, and WhatsApp.
- OTT: 2,132,242 impressions, delivering high engagement in New Jersey.
This campaign demonstrates exceptional reach and performance, surpassing industry standards across multiple platforms. By leveraging URL Media’s network, NJDOH connected with diverse and hard-to-reach audiences, delivering measurable impact and engagement.
