Youngest Mayoral Candidate Digital Advertising
A mayoral candidate in Birmingham, Alabama, embarked on a campaign to challenge a two-term mayor who had been in office since the late 1980s. The challenger recognized the need for a unique approach—demonstrating that he was attentive to voters while clearly communicating his message. He also needed to implement a more strategic fundraising plan and engage volunteers to gain the support of Birmingham residents.
SOLUTION
Our team developed a five-part strategy. We set up geofencing around two colleges in Birmingham, used our CRM technology to target ads to likely voters from our voter file, implemented website retargeting to maintain communication with those considering his candidacy, targeted the same voters on Facebook and Instagram, and produced video content to strengthen the candidate's persuasive appeal.
RESULT
(From 14% to 59%) When our team began working with the candidate, he was sitting in third place with 14% support, while the incumbent had 54%. In the first runoff election, our client garnered 41%, compared to 37% for the incumbent. During the second runoff, our client achieved 58%, while the incumbent received 41%. The campaign manager remarked, “We had many concerns during the campaign, but digital marketing was never one of them. Our digital campaigns were essential to winning this mayoral election.”