CASE STUDY

MUNICIPAL ORGANIZATION BALLOT

POLITICAL IP TARGETING

CASE STUDY

MUNICIPAL ORGANIZATION BALLOT

POLITICAL IP TARGETING

BACKGROUND

The client was a municipal organization in a central Ohio County. They identified a group of high-fidelity voters who had a 72.77% likelihood to vote and launched a Get-Out-the-Vote (GOTV) campaign aiding a ballot measure. It would secure the continuation of public assistance programs such as public health inspections, opioid education, and healthcare for the disabled.

CHALLENGE

To increase turnout for the ballot measure, the county needed to reauthorize a $55 million dollar tax levy. RockWater needed to heavily target the high-fidelity voters and influence them to vote in favor of the measure.

SOLUTION

Nearly 108,000 homes were identified as part of the voter segment. These voter homes were split into two groups for measurement purposes: a control group, which consisted of about 45,500 voters, and a targeted group, which was around 62,500.

The target group was delivered 2.2 million display and video advertisements during the four weeks leading up to Election Day.
The control group did not receive any IP-targeted ads.

RESULTS

91%

election turnout compared to the control group

25%

increase in turnout was only made possible by using precise digital political targeting

14.5x

more cost effective than the expected cost per incremental vote