NYC Census Initiative

A hyper-targeted campaign to grow engagement.

The Challenge

Launched in June 2020, the Census media campaign focused on encouraging Brooklyn residents to fill out the Census form online, primarily outdoor media and direct mail advertising.

The Strategy

The media consisted of LinkNYC digital screens, HMN’s digital TV screens, 30-sheet posters, bulletins, wild postings, direct mail postcards, and door hangers in select Brooklyn zip codes. We also secured in-kind media from Tubi TV on behalf of Brooklyn Public Library that extended the campaign’s reach to TV homes in the NY DMA.

The Results

The campaign delivered a total of 6.6M in impressions across bulletins, posters, LinkNYC and HMN screens. The partnership with Tubi TV was valued at 12.5K and offered 694.6K bonus impressions. Overall, our introduced media was able to help drive the response rate in Brooklyn from 38% in April to 59% by October.