Unite the Country
Helping Joe Biden win the primary
Goal
Translate Biden’s perceived support among the African American community into votes and supplant the negative media narrative around the his candidacy with one of “Joe-mentum” ahead of Super Tuesday.
Challenge
After Iowa and New Hampshire, Biden’s hold on the moderate wing of the party was very much in question. Other candidates had significant spending advantages in the state. We needed a cost-effective way for the VP’s message to break through.
Approach
Using testing and sentiment analysis data from ads we ran in Nevada, we executed an integrated campaign across search, social, online video, digital audio and OTT/CTV that we knew would resonate with African American adults in South Carolina.
When Rep. Clyburn endorsed, we jumped on the opportunity, made a rapid pivot, and cut numerous video and audio ad variations for rapid distribution.
We also used sequential messaging based on behaviors and actions our audience took to take them up the ladder of persuasion to mobilization and GOTV.
Results
Biden won South Carolina with a commanding 30-point margin, more than four times the final tracking polls the weekend before Election Day. Importantly, Biden won 61% of African Americans and 48% of late deciders, validating our overall targeting and creative approach.
