CalHFA Dream For All: Statewide Place-Based Campaign

Tactics

Place-Based Media — Supermarket POP Panels + C-Store 1-Sheet Posters

The Challenge

CalHFA needed to drive awareness and applications for the California Dream For All shared appreciation loan program — a first-come, first-served lottery opening to all eligible Californians. The biggest challenge: reaching rural populations where digital advertising is spotty, and engaging Black and Latino communities who are historically underserved by traditional marketing channels. The campaign needed statewide reach across California's diverse geography, from LA to the Central Valley to the Bay Area.

Our Solution

iKahan deployed a comprehensive statewide place-based media campaign across California, placing advertising directly in the communities where target audiences live, shop, and gather. The campaign ran across 105 supermarkets via POP panels and 250 convenience store 1-sheet posters — reaching consumers at eye level in everyday retail environments. This hyperlocal, community-embedded approach was specifically designed to reach rural and underserved populations that digital campaigns often miss.

Results

• 58.7M+ estimated impressions over the 8-week campaign
• 12,000+ applications submitted to the Dream For All lottery
• 105 supermarkets with POP panel placements statewide
• 250 convenience stores with 1-sheet poster placements
• 7.3M+ weekly impressions (A18+) across all locations
• 209 QR code scans (85 c-store + 124 supermarket) driving direct traffic to calhfa.ca.gov
• Coverage across LA, SF/Oakland, San Diego, Sacramento, Fresno, Bakersfield, Monterey, Chico, and more