Abrams for Governor
Raising millions through digital ads
When Stacey Abrams announced her campaign for the 2022 Georgia governorship, she needed fundraising to not only match but surpass her outstanding 2018 results.
With the saturation of donation asks on Facebook, our creative needed to be innovative enough to cut through the noise. This meant experimenting with new forms of creative and clearly defining which types of ads worked best.
Fundraising consistency was key — in addition to capitalizing on key campaign moments, we needed to build a reliable operation that could drive donations at a sustainable pace.
And we needed to overcome all the hurdles posed by Leader Abrams’ opponents, from an effort to ban her campaign from fundraising to the Republican machine’s support of incumbent Governor Kemp.
With our audience rapidly growing, we tested dozens of tactics for fundraising asks to cut through the noise and keep supporters energized, including static graphics, images, GIFs, and videos.
We jumped on rapid response moments throughout the campaign to maximize our fundraising, while continuously testing, iterating, and optimizing our evergreen tactics to provide steady and reliable funding.
In total, through list acquisition and digital ads, the paid program we ran for Leader Abrams’ campaign raised over $9 million with an overall ROI of 247%, for a net total of $5.4 million raised.
We raised over $3.6 million through our digital ads program, with an overall ROI of 160%.
A diverse portfolio of media investments and creatives allowed us to grow revenue while optimizing costs: 200+ different ad variations developed and tested.
Assemble sourced 4.7 million new names for the campaign’s email list, which returned a net of over $4 million for an acquisition ROI of 386%.