Approach
Meeting the moment in a pandemic
To connect with potential voters, we knew our creative couldn’t look like just another political ad or text from a candidate. We chose fresh, modern designs to capture people’s attention mid-scroll. And we knew voters would tune us out if we parroted the same tired talking points people have heard for years. Instead, we used a combination of research, social listening, and feedback from voters and organizers to ground our message in what people were talking about, worrying about, and hoping for in communities across Michigan and Wisconsin.
Navigating chaotic primaries
The Wisconsin primary was our first “dress rehearsal” for the general election. We used the issues, creative themes, and optimization learnings from the first few months of our work to bridge the gap between issues people were activated on and candidates they may have been less familiar with, such as WI Supreme Court candidate Jill Karofsky (who won!).
Michigan’s primary was an opportunity to build on the work from Wisconsin’s primary—including introducing more tactical social pressure ads, and experimenting with ways to educate voters on the different ways they could cast their ballot this year.
Leveraging the Midwest’s power
By the general, we were firing on all cylinders, leveraging the issues that resonated with voters during the recruitment phase to build the case for voting, using our learnings from Swayable testing and ads optimizations during the primaries to effectively walk people through how to vote, and utilizing a wide variety of creative styles to cut through the noise of early voting and GOTV and reach voters authentically.
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