Future Forward PAC
Challenge
Produce top-testing, persuasive ads that can be used in paid media to increase support for Vice President Kamala Harris across the seven battleground states.
In partnership with 50+1 Strategies, Novel produced two top-testing spots that ran across all battleground states in the most critical period of the election cycle.
Our Work
Message Strategy
With input from our partners at 50+1 Strategies, and informed by Future Forward’s testing alongside our own research and analysis, we regularly developed and pitched concepts for ads from April through October. In total, we scripted more than 100 unique ads.
Creative Production
More than a dozen of our concepts were green-lit for production and testing. Of these, two were some of FFPAC’s top-testing creative overall, and were selected to run in all battleground states in weeks four and one. “Rates” remained one of the top 5 testing ads out of more than 700 tested for the entire cycle.
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