Success Starts Here

Starting a new business can seem overwhelming and complicated. The State of New Jersey set out to make it simpler.
The Business.NJ.gov “Success Starts Here” campaign acknowledges the challenges of owning a business in NJ while at the same time promoting a valuable resource for business owners to get the information they need to be successful. The campaign is based on the critical insight that our audience wants the State’s help to succeed, and the commercials drive that idea home. By hearing the stories of real New Jersey business owners, viewers have the opportunity to learn about their journeys—and how the Business.NJ.gov platform was there for them every step of the way.
In this campaign, we meet Erica, sharing what it’s like to start a pottery business so adults and children could create together. We’re introduced to Chris, who talks about what it’s like to operate Asbury Park’s very first tattoo shop. And we meet Eric, an enterprising brewmaster who talks about how he grew his brewery to two New Jersey locations.
Through these commercials, viewers also learn how the owners used Business.NJ.gov to fulfill their particular business needs—whether starting, operating or growing their businesses.
These relatable, inspiring stories are the heart of the “Success Starts Here” campaign, with :30 and :15 commercials that ran on programmatic CTV and paid social platforms including YouTube and Meta. The new spots are an evolution of the “Success Starts Here” campaign that launched in 2023, immersing viewers in the individual narratives of business owners.
Prior to launch, the new creative approach was quantitatively tested and beat the 2023 launch “Success Starts Here” campaign with increases in intent to use Business.NJ.gov (+41%) and satisfaction with State support for entrepreneurs and business owners and operators (+4%). Success truly does start here.