PUBLIC AWARENESS
GOVERNMENT
TELEVISION
OUT-OF-HOME
DIGITAL MARKETING
RIHousing needed an awareness campaign that could reach potential home buyers in Rhode Island who would benefit from their educational and financial assistance. The demographic is multilingual, and much of the target audience is interested in homeownership but feel it is unattainable for their family.
Own Your Next Chapter is the umbrella campaign theme that spreads a message of empowerment and resilience. We reached Rhode Islanders through television, social media, online display, and out-of-home advertising. To extend the campaign and make it more informational about RIHousing’s offering, another video was launched to elevate the educational element of the outreach.
The Own Your Next Chapter campaign generated 2.3M impressions and 15.1K clicks to the RIHousing website:
OOH delivered over 1.16M impressions in English and Spanish, including 161.8K as added value
The campaign growth has led to a 29% lift in click-through rate and 71% improvement in cost per click of 71%.