One of URL Media’s most successful campaigns was the Affordable New Jersey Communities for Homeowners and Renters (ANCHOR) program, which provides property tax relief to New Jersey residents who own or rent property in New Jersey as their principal residence and meet certain income limits.
URL effectively increased awareness of the program and significantly boosted application numbers, particularly within hard-to-reach Black and Brown communities. By utilizing its network, URL implemented a multi-platform messaging strategy to highlight the program’s benefits. Their involvement in the campaign led to the state of New Jersey receiving between 1,000 and 5,000 applications daily, reaching an impressive 1,571,475 local BIPOC individuals and generating an unprecedented 1.7 million applications for the state of New Jersey.
The success of this campaign was assessed based on the actions taken by media users, rather than traditional metrics like CPMs, reach, or scale. It was so effective that the state decided to renew it after just two weeks, and the return on investment continued through the program’s final day when their campaign brought 1,300 people to the office to sign up.
