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Future Majority

Ads that moved voters

We designed and ran a Webby Honoree digital ad campaign that boosted under-40 voters’ intent to vote for Joe Biden by 11.8% in nine key swing states.

Goal

Reach the under-40 voters in key swing states most likely to vote for Biden, solidify support, and galvanize turnout.

Challenge

An extremely crowded advertising landscape paired with a dearth of quality information on how to vote made it hard to cut through the clutter and simplify the process for overwhelmed potential voters.
A map of the United States with Nevada, Minnesota, Iowa, Wisconsin, Michigan, Ohio, Pennsylvania, New Hampshire, and Florida highlighted in purple.

Approach

We identified the under-40 registered voters in our target states most likely to be persuaded to vote for Biden, then individually targeted them through a comprehensive, multi-platform digital program across Facebook, YouTube, SnapChat, connected TV, and programmatic video & display. We prioritized eye-catching creative and created landing pages with state-specific information on how to vote.
A mockup of an a web ad with text "Request your absentee ballot now" and a landing page with text "Request your ballot now!"
A mockup of an a web ad with text "Live in Minnesota? You can vote early in person" and a landing page with text "How do you plan to vote?" along with two buttons with text "On Election Day" and "Early in person"

Results

Biden won six of nine states where Future Majority invested in under-40 voter education and mobilization. We delivered 315 million digital ad impressions and reached 6.4 million voters. We saw a click-through rate 300% higher than industry benchmark and an astonishing 18% on-site conversion rate. Our creative drove a 5.2% lift in intent to vote and an 11.8% lift in intent to vote for Biden. This campaign was named a Webby Honoree in 2020.
A map of the United States with Nevada, Minnesota, Wisconsin, Michigan, Pennsylvania, and New Hampshire highlighted in gold. Iowa, Ohio, and Florida are highlighted in the same purple as the map earlier on this page.