Protecting Nevada’s Children PAC was an optimal case study that showed the importance of longevity in digital, but the influence of video delievered to the right audience.
With a launch date of the campaign with only 6 weeks until Election Day, the campaign was almost solely reliant on digital. That meant that the most important aspect of the campaign, was the website.
The Vote No on 2 website was created with three specific goals in mind: Appeal to Nevada mothers, have easily shareable content, and to educate for persuasion. Polling found that most Nevadans didn’t realize the dangers associated with legalized recreational marijuana and/or the record of legalized recreational marijuana in other states. Knowing this, the website was heavily focused on sharing information and changing minds with education. Especially our most persuadable audience, mothers.
Data suggested that once Nevadans were educated on the issue, they were highly likely to Vote No on Question 2, against legalization of recreational marijuana.
Our website allowed us to move the needle in persuasion on the issue of legalizing recreational marijuana. The Yes on 2 campaign (for legalizing recreational marijuana) had a large 25 point lead in the polls when we began, and when we were finished just 6 weeks later we had closed the gap to only 8 points.
With only 6 short weeks of funding, we did not have as much time to persuade as was necessary. Although, legalized recreational marijuana passed and our campaign did not win, our website led to an incredible closing of a monstrous gap in polling and persuasion. Without it, the defeat would be have been even more overwhelming.
The topic itself is also highly conservative (not even specifically Republican, but conservative in nature meaning moderates, independents, and libertarians needed to be convinced) and initially appealed to few without education on the topic. Funding and time constraints were against us and the number of registered Democratic voters and having our opponent as the Culinary Union suggestion pulled against our effort.
We didn’t win at the ballot box, but our website and overall digital effort was clearly more impressive and persuasive than our opponent and than most ballot initiatives in the state and nation, and was critical to closing the gap as much as we did.
Facebook/Instagram, Youtube, Twitter, Pinterest and overall Display and Video (pre-roll, etc) Ads were critical for educating to persuade. Although, we did spend some time growing our fan base on Facebook and Twitter.
Bumper Ads on youtube were also utilized before and after certain videos were viewed to our target demographics, as well as Custom Audiences (email address matches), Lookalikes (finding new persuadable audiences by allowing Facebook to match someone they consider ‘similar’ to your target), and more through the Facebook Ads Platform.
Mobile is always an important inclusion to all of our strategies. Utilizing the Facebook App Network and others we were able to reach people not only on Desktop, but on any device they were using.
Because of our lack of time, we didn’t have as much concentration on generating leads (email sign-ups). However, we did utilize the email sign-ups we gained from Display Ad “Takeovers” on local news sites to build momentum and spread information. If there had been more time, email lead generation would have been a major focus of the campaign from the start.
Our organic social media effort included the welcome ideas of grassroots team members and consultants including:
– Go Live & Vote No on Question 2 (Facebook Live Campaign)
– Mean Tweets (Spin off of Jimmy Kimmels “Mean Tweets”)
– Extensive posting and sharing of news articles
– Graphics of Facts