Client: State of New Jersey
Goal: A state-agency collaborated with URL Media’s partner network to launch a multi-platform campaign targeting local multicultural communities.
The campaign aimed to raise awareness about the Affordable New Jersey Communities for Homeowners and Renters (ANCHOR) program, emphasizing its benefits and availability. This initiative sought to ensure that eligible homeowners and renters were informed and empowered to access financial relief through the ANCHOR program.
Approach: Multi-Platform Campaign Strategy
- Social Media Activation
- TikTok
- Newsletter Campaigns
- A bundle of 4 multicultural newsletters, targeting ethnic communities
- Audio & Streaming Engagement
- Peak and Weekend Broadcasts
- OTT streaming on Facebook, YouTube, TV
- Podcast, pre/post-Rolls
- Digital Display Ads
- Website Banners
- Mobile Ads
Outcome:
- CTR Success
- Achieved 0.25% CTR (more than 4x the industry average of 0.06%)
- Newsletter Performance
- 44.98% open rate (far exceeding the typical 15-25% range).
- Led to 1.7 million applications driven by high engagement.
- Social Media Impact
- 200,000 impressions reflecting strong audience engagement.
- Network Reach
- Surpassed expected audience by 47% within the first week.
- Total campaign impressions: 1,571,475 across platforms.
