Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
In a mid-sized city in the western United States, the mayor was facing a critical reelection bid. Having won his first term by a narrow 5% margin, his tenure had been marked by controversial decisions, notably a utility purchase that burdened taxpayers. With challengers from the opposing party, independents, and even a contender within his own party, the mayor’s position was vulnerable. Digital advertising had become more restricted since his initial campaign, leaving the reelection team to get creative with their strategy.
The mayor’s reelection was far from a sure thing. His first term had left many constituents dissatisfied, and polling showed a tight race. The mayor needed to strengthen his campaign’s digital presence to counter growing opposition. However, with increasing restrictions on digital ads and rising costs of traditional marketing like direct mail, the campaign team knew they had to get more strategic to maximize their budget.
To ensure broad voter engagement, the campaign utilized a familiar media mix: print, radio, programmatic ads, SEM, social media, and a strong direct mail campaign. While the strategies from his first election were still effective, the rising costs of direct mail and digital restrictions presented a new challenge.To enhance their outreach, the team turned to Mobile Conquesting Address Targeting and Address Retargeting. These digital tactics allowed the campaign to target specific households using the same data provider as their direct mail efforts, ensuring consistency and alignment across platforms.With Address Targeting, the campaign could reach the right voters—whether they were at home or on the go—with tailored ads designed to complement their direct mail pieces. This approach ensured that the campaign maintained high-frequency touchpoints with voters as the election approached, particularly during the pandemic when more people were voting by mail.
Given the extended mail-in voting period—ballots were sent out 30 days before Election Day—the campaign began its Address Targeting efforts 60 days ahead of time. Ads were initially shown at a frequency of 12 times per month, then gradually increased to 24 times per month, and ultimately capped at 36 times per month just before Election Day.With access to a database of registered voters, the campaign regularly ran match-back reports to ensure efficiency. As voters cast their ballots by mail, their addresses were removed from the targeting list, ensuring the campaign only spent budget on households with pending ballots. This data-driven approach maximized impact and prevented unnecessary spend.
The results of the mayor’s reelection campaign were nothing short of impressive. Not only did the mayor retain his position, but his margin of victory increased significantly—jumping to 12%, a 7% improvement compared to his previous election.Despite polling showing him ahead by just 3%, the mayor’s campaign achieved a 15% increase in voter turnoutcompared to the prior election, ensuring a decisive win.The major difference between this campaign and the original one? The inclusion of Mobile Conquesting Address Targeting and Address Retargeting, which allowed for a more efficient, precise, and impactful digital strategy. By complementing traditional tactics with targeted digital ads, the mayor’s campaign was able to engage voters at the right time and in the right places—ultimately securing a victory.
This case highlights the power of Mobile Conquesting Address Targeting and Address Retargeting in political campaigns, particularly when traditional media costs are rising, and digital ad restrictions are tightening. By leveraging data and reaching the right voters with the right message, campaigns can drive meaningful engagement and ultimately succeed at the polls.If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.For more information, email support@vicimediainc.com.
.png)
.png)