To win Missouri’s open U.S. Senate seat, Republican Rep. Roy Blunt’s Senate campaign knew they had to win over women voters. Through polling and research, the campaign recognized it had a chance of swaying women over 40 to Blunt’s side, even though he was running against a woman, Missouri’s Democratic Secretary of State Robin Carnahan. Persuasive online video ads played a key role in the cross-media effort to win them over, and in the end, Blunt won the race and won the vote among women.
“We focused like a laser beam on women over 40 years old,” said Pete Snyder, CEO of New Media Strategies, the firm handing digital work for the Blunt campaign.
An in-stream video ad campaign allowed the agency and the Blunt team to better understand which messages resonated with women voters. For a two-week period in October, in-stream video ads were targeted to women throughout the state, accompanied by display ads linking to a women-centric microsite, WomenWinWithRoy.com.
Ads featured everyday women from across Missouri, each discussing one of four issues: healthcare, jobs, education, and national security. “The administration isn’t doing enough in areas like private sector job creation; spending in Washington is out of control,” Lisa Jobe, a resident of Jefferson City, MO, said in one ad.
Keri Martensen, a teacher from the northwestern city of Parkville, said she supported Blunt because he “knows what it takes to have a good education system because he was a teacher like me.”
Unlike the wide majority of political campaigns and issue groups using video advertising during the 2010 cycle, the Blunt ads were made just for the web, rather than featuring repurposed TV spots or footage from a TV ad shoot.
“We worked in conjunction with messaging being put out on TV, but we knew we needed to provide customized [web content],” said Snyder. The videos about jobs and healthcare garnered the highest click-throughs. New Media Strategies also cross-referenced the online results with other polls. In all, the test involving 1.3 million impressions resulted in a 2 percent CTR, and cost around $10,000.
In addition to helping establish online advertising as a means of persuasion and a good forum for message testing among Blunt campaign staff, it allowed the digital firm to bolster credibility for allocating budget to the web – and more of it – later on in the cycle.
When it was time for the get-out-the-vote push in the final days, the digital team needed a bigger budget than originally anticipated, and their wish was granted. The last three days of the election season, the campaign aimed pre-roll video, display, and other online ads to all voters in two traditionally Democratic counties – St. Louis County and Jackson County – which include St. Louis and Kansas City.
In part, the campaign felt confident it would do well elsewhere and wanted to hit swing voters in those left-leaning counties. The ads drove voters to a page that featured a video and listed five things they could do to help drive the vote for Blunt, including “Liking” him on Facebook, sharing the link, and finding a nearby polling place.
Follow ClickZPolitics on Twitter at @ClickZPolitics
In an often fragmented workplace, where various departments have varying opinions and goals, it can be challenging to get everyone on the same page and make strategy meetings productive.
In part one a few weeks ago, we discussed what brand TLDs (top level domains) are, which brands are applying for them and why they might be important. Today, we’ll take an in-depth look at the potential benefits for brands, and explore the challenges brand TLDs could help solve.
According to a report, references to hashtags appeared in just 30% of Super Bowl 51's commercials this year, down from 45% a year ago.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.