Political Action Organization Utilizes Digital Campaign and Helps Clinch a Win for Democrats in Georgia

In the intense political landscape of Georgia’s 2020-2021 Senate runoff elections, one political action organization faced a crucial mission: raise awareness about voting options for the upcoming January 5, 2021, runoff elections. With no candidate securing a majority of votes in the previous election, the stakes were high for both parties, and the path to victory would be determined by voter engagement. The organization turned to digital marketing to ensure Georgia voters were informed about absentee ballots, early in-person voting dates, and final voting deadlines.The Challenge: Mobilizing Voters in a High-Stakes Runoff ElectionIn Georgia, two Senate races went to a runoff after the November 2020 general election failed to produce a clear winner. This was a pivotal moment for both major political parties, and a strong get-out-the-vote campaign was crucial. The client wanted to ensure that voters understood their options and were reminded of key voting dates, especially for absentee ballots and early voting.The challenge was to effectively reach a wide audience in a state with a diverse electorate. With a tight timeline and limited resources, the goal was to maximize voter turnout by increasing awareness in the most efficient way possible.

The Strategy: Multi-Layered Digital Campaign to Reach Georgia Voters

To tackle this challenge, the team at Vici Media developed a comprehensive digital strategy aimed at targeting voters across the state using advanced tools and highly effective marketing techniques. The strategy focused on reaching Georgia residents in the following key ways:

1. Behavioral and Demographic Targeting:
   • Using data-driven targeting, the campaign reached groups such as Democrats, Active Voters, and Early Voters, ensuring that the message reached those most likely to vote and stay engaged.
   • A demographic focus helped reach various voter segments, with tailored messages ensuring that each group received relevant and timely information.
2. Artificial Intelligence & Keyword Targeting:
   • Artificial intelligence (AI) was used to enhance the campaign's precision, allowing the ads to target voters based on their past behaviors and engagement patterns.
   • Keyword targeting helped push messages related to absentee ballots, early voting dates, and final voting deadlines, ensuring that every touchpoint was aligned with the voter’s stage in the election process.
3. Comprehensive Ad Formats:
   • Mobile Conquesting and Mobile Cross-Platform Display ads were used to reach voters on their phones, a key platform for political messaging.
   • Geo-Fencing and Geo-Retargeting techniques ensured that ads were served to individuals based on their location and past engagement, keeping the campaign’s message front and center as voters moved through their day.
   • A variety of Display, Native, and Native Video ads ensured the message was communicated through multiple formats and across various platforms.
4. Creative Campaign Adjustments:
   • The creative shifted throughout the campaign to reflect the evolving nature of the election timeline: starting with absentee ballots, followed by reminders for early voting, and culminating with reminders of the final day to vote.

The Results: A Highly Successful Digital Campaign

The digital campaign achieved impressive results, both in terms of engagement and voter mobilization:

• Impressions Served: 1,968,266
• Clicks Tracked: 5,828
• Click-Through Rate (CTR): 0.30% (4.23x the national average)

The campaign’s success can be measured not only by the strong CTR but also by the impact on voter turnout. With the campaign’s efforts to drive awareness and educate voters about their options, the Democratic candidates won both Senate runoffs, securing control of the U.S. Senate.The client was thrilled with the exponential growth in website traffic, as well as the high engagement levels across the digital campaign. Based on these results, the organization plans to continue utilizing digital strategies in future campaigns to ensure they remain connected with voters and drive high-impact results.

Conclusion: Digital Marketing for Political Success

This campaign is a testament to the power of digital marketing in political action. By leveraging behavioral targeting, AI, geo-targeting, and dynamic creative adjustments, the campaign successfully engaged voters at critical points in the election process.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.

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