CASE STUDY

POLITICAL CAMPAIGN

BALLOT INITIATIVE

CASE STUDY

POLITICAL CAMPAIGN

BALLOT INITIATIVE

BACKGROUND

This client is a statewide political organization who had limited time to build support for an impending ballot initiative.

CHALLENGE

Internal tracking showed our client was trailing by 6-8 percent in a series of recent polls. With the impending election there was very limited time to use traditional media outlets to sway votes.

SOLUTION

RockWater’s technology was used in a targeted campaign of push advertising to voter’s home PCs. Client- supplied data of those who had requested a ballot was used, along with data on voter registration demographic data. Our tech then scrubbed this data against our proprietary technology to deliver display advertisements to these targeted voter households. Over the course of one week, RockWater’s platform delivered 120K impressions to this list of likely supporters.

RESULTS

Although the client was outspent 3 to 1 on traditional media – they won the election by a 60/40 margin.
They saw a 17-point improvement from the polling data once the campaign ended.

The client gives RockWater’s technology a lot credit for the victory saying: “The ability to target to our message to different voters by geolocation and voter segmentation is something the other media platforms simply didn’t offer.”

Furthermore, being able to precisely target each vote by household allowed them to “present the best message for each voter” In other words, better efficacy at 1/3 of the price.