Save the Children Action Network
New Mexico Governorship
We ran a Pollie Award-winning digital advertising campaign that consolidated a winning coalition to reelect Governor Michelle Lujan Grisham.
Through a diversified media buy, we initially targeted parents of school-age children, millennials, and Latinos, expanding to suburban white women with additional funding.
To reach more voters amid a competitive media market, we expanded beyond the usual go-to platforms to find more innovative places where we could run our ads at efficient rates.
Through demographic analysis, we identified five counties in New Mexico with higher concentrations of our key audiences compared to the rest of the state. Over 50% of our impressions were delivered in those counties.
We ran four flights of creative, each with static ads and 6- and 15-second video ads. All of our creatives were run in both English and in Spanish and contained clear messaging on how Governor Lujan Grisham had impacted children in New Mexico.
All creatives had high delivery, and our total video completion rate came in at around 80%—well above benchmark.
This campaign was honored with a 2023 bronze Pollie Award for Independent Expenditure Campaign – For Governor.