Candidate wins “historic” county election with multi-product campaign

In a Republican-leaning county, a candidate vying for the position of County Comptroller was faced with a significant challenge. Running as an underdog Democrat, the candidate found himself up against an incumbent who had doubled their marketing budget. With no room for expensive television ads, the candidate needed a strategic, cost-effective solution to compete on a smaller budget. That’s where digital marketing came in.

The Challenge: Competing with a Larger Budget

The incumbent had an advantage in terms of campaign funds, leaving the candidate with limited resources for traditional media buys. However, with a keen understanding of the importance of reaching voters, the candidate turned to a digital marketing strategy that could level the playing field. The main goal was to reach independent and undecided voters in the suburbs—those who would ultimately determine the outcome of the race.

The Strategy: Targeting the Right Voters

To reach undecided voters and build campaign recognition, Vici Media helped the candidate execute a precise and effective digital strategy. Here’s how we did it:

1. Household IP Targeting:
   • Beginning four months before Election Day, we utilized Household IP Targeting to focus on independent and undecided voters in suburban areas. This approach allowed us to deliver ads to specific households, ensuring that the campaign’s message reached the right people at the right time.
2. Video and Native Ads:
   • To maximize engagement, we introduced a series of Video Ads and Native Ads. These ads worked in tandem to reinforce the candidate’s message and generate more visibility across various platforms.
3. County-Wide Expansion:
   • As the campaign neared its final weeks, we expanded the ad reach to a county-wide audience using Display Ads, Video, and Mobile Conquesting ads. This final push ensured that the candidate’s message resonated throughout the entire county, engaging even more potential voters.

The Results: A Historic Victory

Over the course of the four-month campaign, the digital strategy delivered impressive results:

• Impressions: A total of 929,618 impressions were served, ensuring maximum visibility for the candidate.
• Clicks: The campaign tracked 1,911 clicks to the candidate’s website, driving traffic and interest from potential voters.
• Election Night: On Election Day, the results were nothing short of historic. The candidate secured 52% of the votes, narrowly defeating the incumbent who received 48%. This victory marked the first major county-wide office win for a Democrat since 1991.

Conclusion: Digital Marketing as a Game-Changer for Political Campaigns

This campaign serves as a perfect example of how digital marketing can be a game-changer in political campaigns, particularly for candidates with smaller budgets. By leveraging cost-effective tactics such as Household IP Targeting, Video Ads, and Native Ads, the candidate was able to effectively reach key voters and ultimately secure a historic win.If your campaign or business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions.For more information, email support@vicimediainc.com.