The Power Of Persuasion –
Using Audience Insights To Tailor A Message, and Persuade And Audience in New Hampshire's Gubernatorial Race
Background:
Three months from Election Day, Governor Chris Sununu did not want to be locked in a tight race, in what appeared to be a blue-wave cycle, in the lean blue state of New Hampshire. Because some polls showed modest tightening in the race, the Sununu campaign looked for ways to seal the deal and lock up the race early. With a comfortable overall lead but lagging among a key voting bloc that skews left, the Sununu team sought to siphon support away from their female Democrat opponent with independent women. Go BIG Media acted quickly by using our direct access to the nation’s largest inventory of online survey and consumer behavioral data to identify how we might be able to move this demographic into our camp.
Challenge:
01
Figuring out ways to improve the Governor’s favorability with independent women.
Strategy:
IMPROVE IMAGE WITH INDEPENDENT WOMEN
We figured out that in order to win the election we had to target and improve Sununu's standing with independent women
MEANINGFUL MESSAGING
We needed a message that not only targeted women but also directly spoke to the issues they cared about
Execution:
Figure Out The Messaging:
Using Audience Insights, we were able to identify the top issues, motivators, and personal values of these voters, while simultaneously optimizing the delivery of our ad inventory. Combined, these resources allowed us to develop a message that resonated with this particular audience, and identify the ad placements that would be most effective to deliver it.
Segment Your Audience To Deliver A More Meaningful Tailored Message:
Go BIG Media created a new target segment of independent women who frequently vote
and view the economy as their top issue in the election so we could deliver a tailored ad
straight to them. Our new ad focused more on how the Governor’s policies were benefiting
New Hampshire families, and not just topline metrics. The impact of a strong economy
needed a more personal touch, showcasing the Governor’s progress on social programs.
Identify What's Not Working:
Our Audience Insight Report revealed the economy was still a top issue worth talking about, but simply celebrating the low unemployment rate was not enough to convince independent women to vote for Sununu. Our analytics showed independent women were half as likely to
watch the ad to completion or engage with it on social media. It was clear we needed to
bring the message home and focus more on the impact to families. This demographic
viewed the economy dierently than GOP men and women.
Results:
VICTORY
GOVERNOR SUNUNU WON RE-ELECTION
BY A COMFORTABLE MARGIN OF 8%
THE FIRST POSITIVE ECONOMY AD HAD A 53.24% COMPLETION RATE
THE NEW TAILORED AD TO INDEPENDENT WOMEN DELIVERED A 70% COMPLETION RATE, WHICH WAS A FULL 17-POINT INCREASE FROM THE PREVIOUS AD
