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Kim Taylor, Virginia House Delegate 82

JLK Associates, working for Kim Taylor, VA House Delegate 82, hired our firm as the digital placement vendor for the campaign. They needed a firm with extensive programmatic experience, transparent pricing, real-time reporting, and the ability to adjust to an ever-changing campaign in a tight district. While an incumbent, Delegate Taylor was running in a district that Biden won by 11 points in 2020. This district was written off by many, but we appreciate a challenge.

To tackle this, we recommended that our partner, Jimmy Keady with JLK & Associates, invest the entire digital budget into a Social Pressure programmatic GOTV display advertising campaign. We targeted Republicans who had voted in one or more of the last four general elections, along with unique issue models. The ad itself was an animated GIF that showcased a suburban neighborhood, with every house except one displaying a red check mark indicating GOP voters. The one house without the check mark had a flashing black X and a message urging them not to let everybody down.

To achieve the right level of penetration, we ran across two DSPs combined with a specifically designed ETL process to increase unique reach across desired web properties while reducing the risk of duplicative ad delivery.

The results of the digital ad campaign were outstanding. We served 1,152,577 impressions to our target audience over 27 days, with an average frequency of 132.97 for each audience member. We achieved nearly 5 impressions per day per target, and the ad was clicked 2,222 times, generating the same number of visits to the Virginia Department of Elections Polling Place Lookup Portal. Ultimately, Delegate Taylor won the election by a margin of 53 votes, making it the closest House of Delegates race in Virginia this year.

Our firm played a vital role in this victory by crafting and implementing a highly effective digital social pressure campaign. By focusing on turning out existing supporters rather than persuading undecided voters, we were able to secure a win for Delegate Taylor. This case study demonstrates our expertise in using data-driven strategies and highly to achieve exceptional results in political campaigns. 

"They helped us secure a historic victory by helping us spread our message and implementing an aggressive turnout operation targeting key voters. Delegate Taylor and our team are thankful for their help and we look forward to using them in the future.” Jimmy Keady, Founder, JLK Strategies

Campaign Creative

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