Goal: A state agency partnered with URL Media to launch a campaign targeting low-income households struggling with water bill payments.
The campaign aimed to raise awareness of available financial assistance programs, ensuring eligible households were informed and supported to prevent utility disruptions. By focusing outreach on residents with overdue payments, the initiative sought to connect those most in need with critical relief options.
Approach: Multi-Platform Campaign Strategy
This approach leverages trust, authenticity, and community engagement, reaching audiences through channels they use and value.
- Social Media Activation
- X
- Newsletter
- A bundle of 4 multicultural newsletters, targeting ethnic communities
- OTT
- OTT through participating partner
- Community-Centered Digital Display Ads
- Website banners and mobile ads.
- Geo-targeted ad placements to reach relevant audiences in key areas.
Outcome:
- Total Impressions: 8,430,911 across platforms (578% overdelivery).
- Newsletter Success: 520,940 opens, 25.35% average open rate (4.02% above industry standard).
- Banner Clicks: 1,781 clicks; 0.18% CTR across partner websites.
- OTT: 7,656,113 impressions with strong NJ engagement.
- Social Media: 46,903 impressions, 44,856 reach, and 939 engagements.
Bonus Contributions:
- Over Delivered by 129k geo-targeted impressions and added 5 newsletter placements.
- Newsletter: Reached 7,000 NJ residents.
- Community Partner Outreach: Reached 65,153 via WhatsApp & SMS.
