SEE JC
paid | social | digital
CHALLENGE: The city of Jersey City, NJ asked if we could create a statewide advertising campaign that celebrated the accomplishments of the current administration through the lens of the successes of the city.
ACTION: Using the inherent richness, texture, and diversity of Jersey City, we developed a platform called #SeeJC, and through copy-focused ads we told the story about the city the whole world can live in. Two rounds of creative swaps were made throughout the flight based on variables such as seasonal topics and top performing assets month over month.
A FEW RESULTS
• In total, our JCT campaign drove 34.1m+ impressions across all channels, exceeding our initial goal by 121%. Additionally, we drove 45.3k+ clicks to the website from digital channels.
• Paid social ads reached 1.6m+ unique users, with an average frequency of 8.6.
• Digital Programmatic ads drove 9.7M+ impressions, overdelivering by a total $18k in added value impressions, with a total of 4.2k+ clicks while maintaining a CTR of 0.04% - 0.06% throughout the entire flight, above the 0.03% benchmark.
• Strategic placements of the OOH exceeded impression target by nearly 300%, and cost savings from the buy allowed us to place additional funding into Paid Social.
