Obama Pet Lovers Ad Could Be Romney Dig

New Obama ad features the family pup, signals niche marketing plans.

obama-petlovers4obama3A new ad from the Obama for America campaign signals just how niche his ad team intends to get in 2012. Pet Lovers for Obama, anyone?

The Obama family pup, Bo, is featured in ads seen on websites including liberal news site DailyKos today.

The ads link to a special Pet Lovers for Obama page, which notes the campaign has noticed “One, there are a lot of First Dog fans out there. Two, there is an enthusiasm for this campaign that extends to the furriest members of your families.” It adds, “That’s why we’ve launched Pet Lovers for Obama, a special way for pet lovers like you to be a part of this campaign.”

It is unclear whether the ad is targeted to people who have visited the Obama campaign site, or based on user interactions indicating pet ownership, or in some other way.

Ultimately, though, the campaign will be able to group people who have clicked on the ad, or signed up with Pet Lovers for Obama, to target ad and email messages that might be compelling to animal lovers. The fact that the Obama team and Democrats expect to run against GOP candidate Mitt Romney may have been part of the decision to create the pet-centric group and supporting ads. Tales of a Romney road trip during which the family dog traveled in a carrier on the roof of the car offended some animal rights activists and pet owners.

Or, it could simply be a sales tactic. OFA has made a point this election season of promoting Obama merchandise as a means of raising campaign funds. Among the swag for sale on BarackObama.com are a doggie bandana, collar, and bowl.

The Obama camp has already begun targeting specific messages to groups such as Hispanics and gays. In 2011, the campaign aimed ads at Facebook users with a message focused on the President’s support of repealing the Defense of Marriage Act. “Stand for Equal Rights,” stated the ads. “Repeal the unconstitutional Defense of Marriage Act. Join President Obama now!” The ads appeared to be targeted to people who like left-leaning and liberal groups on Facebook, including gay rights related groups.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource