Digital Campaign
Mass Housing
Objective
To raise public awareness of the Massachusetts Homeowner Assistance Fund (Mass HAF) and drive applications from homeowners impacted by COVID-19, preventing foreclosures and providing financial assistance of up to $50,000 per household.
Target Audience
Massachusetts homeowners financially affected by the COVID-19 pandemic, particularly those at risk of foreclosure due to missed mortgage payments. The campaign prioritized reaching vulnerable populations in underserved communities through strategic partnerships and digital outreach.
Insight
The economic impact of COVID-19 left many homeowners unaware of the financial assistance available to them. To effectively connect with this audience, the campaign needed to combine emotionally resonant storytelling with clear, actionable messaging across digital platforms and community channels.
Results
Media/Advertising
TV – English ads in Springfield and New Bedford/Fall River markets; Spanish for Boston and Springfield; Haitian community cable networks
Radio – Spanish, Portuguese, English
Facebook
You Tube
Google search ads
Pre-roll and Connected T V/OT T advertising
Digital display (mobile and desktop) • Newspaper ads
Bus ads
Convenience, liquor, laundromat, salon/babershop posters
Gas station T V ads
Check cashing sleeve ads
Texting campaign to homeowners in priority cities/towns
Awareness: Achieved over 6.7 million video views, sharing personal stories of impacted families and amplifying the program's message statewide.
Engagement: Generated 160,000+ ad clicks through targeted digital campaigns, driving traffic to the program's application portal.
Action: Converted 2,050 homeowners who clicked "apply to the program" after engaging with the ads.
Impact: Assisted 1,700+ families, preventing 72 foreclosures and restoring stability to households with up to $50,000 in relief funds.
