The Challenge
New York law firm needed to locate and reach civilians who had been exposed to toxic substances within a specific geographic region more than 20 years earlier.
• The affected audience was broad but geographically specific
• Many individuals were not actively searching for legal help
• The case required detailed messaging to explain eligibility and benefits
The firm needed a media channel capable of delivering large-scale reach, geographic concentration, and measurable direct response performance.
The Strategy
Leveraging deep experience in Direct Response Television and regional media planning, HRP Media designed a structured pilot campaign to test and scale television performance.
Creative Testing Strategy
The campaign launched with multiple creative lengths to determine the optimal balance between reach and detailed messaging.
Commercial Formats
• :60 second direct response commercials
• :120 second extended messaging units
These formats allowed the campaign to communicate complex legal eligibility requirements while maintaining strong response rates.
The Evolution
After launching the pilot campaign in Spring 2020, performance quickly validated television as the most effective acquisition channel.
The program expanded rapidly through continuous optimization.
Key Growth Milestones
Pilot Campaign Launch — Spring 2020
Initial testing across broadcast and cable networks.
Network Expansion — 2021
Top-performing networks added to increase reach and lead volume.
Long-Form Integration — 2022
28:30 infomercials introduced to deliver deeper storytelling and stronger conversions.
Market Expansion — 2023–Present
Campaign extended into additional geographic markets.
Today, the advertiser has become the dominant television advertiser within its legal category across the target markets.
Through a strategic Direct Response Television campaign, HRP Media helped a New York City law firm identify and reach civilians exposed to toxic substances decades earlier—building a scalable and profitable client acquisition program that continues to run today.
The Impact
Beyond generating strong marketing performance, the campaign has helped thousands of individuals access:
• Free healthcare programs
• Financial compensation related to toxic exposure
• Legal representation they may not have otherwise discovered
Television proved uniquely effective at reaching individuals who were not actively searching for benefits but were qualified to receive them plus significant compensation.