Senator Wins Primaries Utilizing Digital Out-of-Home and Mobile Conquesting Ads

When running for the Democratic primary seat for Senator, the candidate faced a tough challenge: he was up against an opponent who had the home-county advantage. Despite this, the candidate had a strong foundation, with deep family ties to the community and a platform focused on expanded childcare, healthcare, and workers' rights. With these values, he was ready to make a significant impact, but his campaign needed a digital strategy that could effectively level the playing field.

The Challenge: Gaining Visibility in a Competitive Race

The candidate knew that traditional campaigning methods alone wouldn't be enough to gain the edge over his opponent. To effectively reach voters in a tight race, he needed a strategy that would place his message directly in front of the right people, at the right time, using the most efficient and cost-effective digital tools.

The Strategy: Targeting and Retargeting with Precision

Vici Media stepped in to craft a digital strategy that targeted voters in a very specific, personalized way. The approach centered around Mobile Conquesting, Address Targeting, and Digital Out-of-Home (DOOH) advertising to increase visibility and drive voter engagement.

1. Mobile Conquesting & Address Targeting:
   • By using Address Targeting, we were able to draw geo-fences around the candidate’s targeted voter list—ensuring that ads were served directly to voters on their mobile phones and tablets. This targeting precision meant that the ads were reaching the right individuals, whether they were at home, at work, or on the go.
   • Address Retargeting was implemented to continue engaging those voters after they left their homes. By retargeting them on their mobile devices, we kept the candidate's message top-of-mind throughout their daily activities.
2. Digital Out-of-Home (DOOH) Ads:
   • As Super Tuesday approached, the campaign launched DOOH ads to drive the final push of awareness and branding. These ads reached voters in high-traffic, public places across the district, including billboards, urban panels, transit shelters, malls, restaurants, gas stations, and even movie theaters. This massive exposure across physical spaces provided the final nudge before voters hit the polls.

The Results: A Historic Victory

The results of this strategic digital push were remarkable:

• Mobile Impressions: Over 800,000 mobile impressions were served to the targeted senate district list, ensuring that the candidate’s message was seen by a large portion of the district.
• Clicks & Engagement: This effort resulted in 3,860 clicks to the campaign ads, driving significant traffic and engagement.
• Digital Out-of-Home Impact: The DOOH ads contributed an additional 25,064 impressions right up to Super Tuesday, ensuring that the candidate’s visibility was at its peak as voters made their final decisions.
• Election Results: On Election Day, the candidate secured 53% of the vote, successfully clinching the primary seat. His victory was a direct result of the targeted, strategic digital marketing efforts.

Conclusion: Digital Marketing Makes the Difference in Competitive Races

This campaign is a perfect example of how innovative digital strategies—like mobile conquesting, address targeting, and digital out-of-home ads—can make a powerful impact in highly competitive races. By utilizing these modern tools, the candidate was able to engage voters in a way that traditional methods couldn’t match, and ultimately, it helped him secure the primary victory.If your business or campaign 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.