CASE STUDY
KENTUCKY JUDICIAL PRIMARIES
IP TARGETING
CASE STUDY
KENTUCKY JUDICIAL PRIMARIES
IP TARGETING
OUR TECHNOLOGY
RockWater uses a revolutionary digital platform that focuses targeted advertising to households, offices, hotels and university campuses based on their Internet Protocol (IP) addresses.
RockWater combines off-line household and business information along with IP data to produce extraordinarily effective targeting segments that contain only qualified prospects.
RockWater’s technology has a proven process that delivers the most relevant online advertising to your true audience while growing name recognition and increased campaign awareness.
CLIENT BACKGROUND
The 2104 judicial primaries in Jefferson County KY were unusual in that there were a large number of open seats, and several candidates ran for each of those open seats.
Jefferson County, the home of Louisville, KY, has a population of approximately 756,000, which makes it one of the top 50 metro areas in the United States.
While candidates utilized RockWater’s technology in almost every judicial race in Jefferson County, they specifically designed a measurement experiment which was used in four races to assist in determining the efficacy of the IP Targeting campaigns for these races.
THE CAMPAIGN
Legislative campaigns in Kentucky are non-partisan because of the down-ballot nature of these races and are typically focused on name ID instead of larger campaign issues. An important part of the strategy for digital advertising campaign that RockWater implemented was to increase name ID for our candidates among likely primary voters. As such, RockWater targeted every voter county-wide who had voted in the last three or four Democratic or Republican primaries.
To take advantage of higher-than-average expected turn-out in two areas (caused by heated local primaries) RockWater hyper-targeted those two areas with an extra flight of display ads. Among those targeted were fidelity Republican primary voters in an area with a heated Republican primary. RockWater also targeted fidelity Democratic voters in an area with a hotly contested Democratic primary. Collectively, RockWater’s tech delivered approximately three million display ad impressions on behalf of these four candidates in the last 30 days prior to the election.
THE RESULTS
The results were excellent! In normal judicial races, the top two candidates proceed onto the general election.
Three out of the four candidates that used our platform moved onto the general election, which means there was a win percentage of 75%.
The 75%-win percentage was 31% higher than the expected nominal win percentage for these races. RockWater’s candidates received more votes in eight out of eight of the hyper- targeted areas.
On average these candidates received 17% more votes in the hyper-targeted areas than they did countywide.
The technology works across every industry, from gyms to automobiles, from large insurance corporations to small non-profit firms.
Straightforward and simple – RockWater works.
