OVRSITE PAC
Challenge
Support Rep. Katie Porter’s run for U.S. Senate in California while competing in a crowded, highly competitive “jungle primary” in one of the largest and most expensive states in the country.
Impact
Highly targeted and focused campaign with strong engagement and view completion across all digital placements.
In the areas we targeted, Rep. Porter outperformed compared to her statewide margin.
Our Work
Message Strategy
Polling and research showed Rep. Porter needed to mobilize women voters under age 55. They were most likely to vote for her, and she had room to grow with this group. With limited resources in such a large state, the campaign would need help to reach these critical voters. So we developed messaging and creative to effectively reach this audience, beginning with RCT message testing to find the messages and creative concepts that most resonated with our targets.
Creative and Media Planning
Our media consumption research showed that our targets were most reachable on streaming TV platforms, YouTube, and Instagram, so we created compelling ads that delivered on our message strategy and were optimized for these placements.
We then deployed our creative via a targeted digital media campaign across Streaming TV, YouTube, and social media in L.A. and Orange counties.
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