Communities United for Bass
Electing Karen Bass
We ran a digital advertising campaign that overcame a 10-to-1 spending disadvantage to elect the first female mayor of LA.
Level 1 priority: Voter file matches to our target audiences
Level 2 priority: Third-party data matching our target audiences over zip codes with high density of our targets
Level 3 priority: Zip codes with the highest densities of our target audiences without data match
This approach allowed us to reach our most valuable audiences without worrying about scale. In both the primary and the general, the zip codes in which our ads delivered the most impressions map well onto the primary election vote tallies.
In the maps below, darker areas represent zip codes with higher concentrations of our target audiences and greater impression share. Inset maps indicate which areas were carried by Bass (purple) and Caruso (green).
Geographical data does not include Facebook
Despite Rick Caruso’s unprecedented $100 million in spending, Karen Bass emerged victorious, besting Caruso by over 46,000 votes in the primary and winning the general with 54.8% of the vote to Caruso’s 45.2%.
Our optimizations made the most of an underdog budget. Our ads reached over 4 million Angelenos with over 78 million impressions. In both the primary and the general, our team’s optimizations found efficiencies and resulted in the delivery of at least 33% more impressions than projected.
Our targeting strategy successfully reached the people we knew we could shift. Over 85% of impressions in the general election were delivered to voters under 45, and about 59% to women. More than half of our impressions were delivered to Latinos.
Our creative captured attention. Across platforms, we regularly saw completion rates of over 80%, meaning that viewers were watching our videos all the way through more often than not.
This campaign was a 2023 Reed Award finalist for Best Use of Online Targeting for Independent Expenditure Campaign.