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STG-Turnout-Case-Study.Pdf CASE STUDY: We took a bold approach to building our national turnout map and focused on reaching voters long before Election Day, when most GOTV campaigns begin. We targeted voters in the “blue wall” states that had previously favored Democrats (Michigan, Pennsylvania and Wisconsin), and the increasingly competitive sun-belt states (Arizona, Georgia and North Carolina), whose changing demographics made them newly competitive. This specific turnout program, separate from our registration + persuasion programs, began in July 2020. Driven by internal research that showed our facts-first advertising was most likely to resonate with voters with lower political knowledge, we targeted left-leaning, low political knowledge voters who were infrequent voters or who had never voted before. ✅ 1.8 million low political knowledge left-leaning voters across AZ, GA, MI, NC, PA, WI ✅ 95% infrequent or new voters, 57% had never voted before ✅ 73% Women, 59% POC, 62% Under 35 Research showed that young, low propensity voters were unenthusiastic about voting in 2020 due to a dislike of politics, logistical issues, and a lack of knowledge of or interest in the candidates. 樂 HOWEVER, they retain some optimism: a majority believe the government can be improved despite its flaws, and believe politics can affect their lives 樂 Unfortunately, they are unlikely to think their individual vote affects policy/politics and are likely to believe they’re stuck with the problems past generations or others created 樂 They also had an enthusiasm and knowledge gap when it came to Biden. Our young, diverse audience spent significantly more time on social media + streaming sites. We ran a 100% digital program to meet them where they were. For this young audience, we focused our spending on Instagram and Snapchat, where we were one of the top spenders and garnered 56M impressions. We stuck to streaming platforms where we knew we could find a younger audience: Viacom includes Comedy Central, BET, VH1, MTV, and more, while over 50% of PlutoTV viewers are between 18 and 34. About ⅓ of our spend for this audience went to OTT/CTV/streaming vendors Our voters had high approval for Black Lives Matter, the Obamas, and Senator Bernie Sanders We met them where they were with honest, conversational ads, validated in 100+ tests, that highlighted these progressive validators and Biden’s record on issues like climate, healthcare, and racial justice. Below are some of the most effective ads we tested: “Obama on Biden” "Racial Justice" "Make A Plan" +2.67 Turnout Under 40 Left Leaning +2.79 Turnout for under 40 Left Leaning +1.7 Turnout Low Political Knowledge* +4.3 for Low Political Knowledge +4.48 Vote Enthusiasm for Non-White +4.8 Vote Enthusiasm Under 45 Our pro-Biden video and news ads track closed the Biden enthusiasm and information gap with our voters by focusing on top-testing progressive validators, racial justice, climate, healthcare, and economic message frames. While both negative Trump and positive Biden news boost ads were found to be motivational to our turnout audience, positive and contrast Biden video ads were significantly more motivational (+1.4 higher Under 40 Turnout). As a result, we primarily served empowering positive and contrast Biden video ads. Our VPOTUS program achieved: 23,200,000+ Impressions 9,400,000+ Completed Video Views 82.62% Avg Video Completion Rate 0.60% Avg Engagement Rate, the highest of all main message tracks on Facebook This ad increased turnout likelihood for this In a meta-analysis of our in-survey experiments, audience by +1.7. Kamala Harris ads had the highest predicted Turnout treatment effects on POC voters of all This ad increased turnout likelihood by +1.99 and vote enthusiasm by +2.27 with our tested ads. left-leaning turnout audience, and increased non-white voting enthusiasm by +3.3. For a full report on our VP program, click here. We launched a first-of-its-kind IGTV web series featured Broad City’s Ilana Glazer and her influential friends from battleground states having raw, honest + engaging conversations sharing their reasons for voting for Joe and Kamala + reminding young voters of the power they have to decide the election. 勞 3,150,000+ Organic Social Views 勞 129,000+ Site Visitors Final Episode: All In for Joe & Kamala 勞 2,100+ Clicks to Register to Vote 勞 7,700+ Clicks to Make a Plan to Vote We built a machine learning model, Dorothy, and an ad-buying technology, TORNADO, that enabled us to serve hundreds of news headlines to highly targeted subgroups of our audience and optimize the top performers. Our testing repeatedly revealed news boosts to be especially effective (+2 efficacy compared to video) with low political knowledge voters. We also found racial justice news content to perform especially well with our audience. SAFE + LIKELY DEM STATES: CLOSE LEAN DEM STATES: REBUILDING THE BLUE WALL: EXPANDING THE MAP: Arizona +12,813 88,688 Michigan +146,123 47,155 North Carolina -73,268 128,652 Pennsylvania +47,578 82,281 燎Wisconsin +20,540 4,208 Georgia +11,779 64,676 .
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