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Youngest Mayoral Candidate Elected With Digital Advertising

A mayoral candidate in Birmingham, Alabama began his journey to unseat a two-term mayor who had been in government since the late 1980’s.  The challenger knew he had to do things a little differently, show he is listening to the voters while sharing his message with everyone willing to listen.  But because his name ID was not well known, he also needed to leverage a less cost effective strategy for fundraising, garnering volunteers, and ultimately winning the support of Birmingham constituents.  That’s when the campaign turned to Propellant Media.

SOLUTION

Our team implemented a 5 prong strategy.  We geo fenced two of the colleges in Birmingham, utilized our CRM technology to serve Ads to high propensity voters we retrieved from our voter file list, implemented site retargeting so we could continue speaking to those who were thinking about his candidacy, utilized the same voter file to target those same constituents on Facebook/Instagram, and utilized video spots to create more of a persuasive argument for the candidate.

Result (Polled 14% to 59%)

When our team engaged with the candidate, he was polling in third place at 14% while the 2-term incumbent was at 54%.  During the first runoff election, our client ended at 41% while the incumbent finished at 37%.  During the second runoff between the two, our client finished at 58% while the incumbent finished at 41%.  The campaign manager told us, “they were concerned about a lot of things during the campaign, but never digital.  Our campaigns were an integral part to winning this election for mayor.”

Date

October 7, 2017

Category

CRM Retargeting, GEO Fencing, Keyword Search Retargeting, Politics Advocacy, Pre-Poll Video, Programmatic Video, Search Retargeting, SEO, Site Retargeting, Social Media

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