Background:

In the 2018 Florida Governor's race, Democratic candidate Andrew Gillum was leading Republican Ron DeSantis by double digits just a couple weeks before Election Day. Seeing the threat of a Gillum victory, Florida Education Empowerment PAC created and executed an innovative "first-of-its-kind" digital media strategy. In a race that would see over 8 million votes cast, FEE PAC’s unique digital delivery strategy made the difference by finding new persuadable voters who wouldn't typically support a Republican candidate.

Challenge:

01

Finding the right messaging and content when addressing the persuadable voters

Strategy:

We knew we needed to target voters who were supporters of school choice or were familiar with the cause

IDENTIFY A NICHE AUDIENCE

DELIVER A MESSAGE THAT RESONATES

Because we knew our target audience, we had to deliver a message that spoke directly to charter school parents and make sure they were aware of the anti-school choice statements Gillum had made

Execution:

Targeting Audience:

Using Venue Replay technology to “geo-farm” 663 charter schools in Florida, we were able to identify over 130,000 IP addresses that had checked into one of these schools within the previous calendar year. The audience we targeted was mostly comprised of individuals we knew to either be supporters of school choice, or familiar with the cause; this meant we knew the right messaging could either mobilize, or persuade voters who might typically vote for Andrew Gillum's candidacy, to vote Republican.

Powerful Messaging:

With the nature of our targeting in mind and the likely inventory we’d be able

to access, Florida Education Empowerment PAC produced a 30-second

pre-roll ad that spoke directly to charter school parents, making them aware

of the anti-school choice statements Gillum had made. With an average

frequency of 30 impressions per voter, we lifted ad-recall and brand

awareness amongst a core voting segment in the Florida electorate that

helped turn the tide of the race in the final 30 days.

Results:

VICTORY

by 33,000 VOTES

With the help of a wedge issue, hyper-targeted using the most in-depth political geo-farming campaign ever, Ron DeSantis’ share of the black female vote outperformed both the Republican U.S. Senate candidate and President Trump in 2016; one of DeSantis‘ many small victories that helped make the difference in one of Florida’s tightest Gubernatorial races ever.

MOST IN-DEPTH POLITICAL

GEO-FARMING CAMPAIGN EVER