WINNING NUMBERS
Data-driven display ads helps GOP candidate capture crucial votes.
SUMMARY & CHALLENGE
Ring Digital partnered with the Republican Senatorial Campaign Committee to increase turnout among low-propensity Republicans and Independent voters modeled to have high affinity toward the GOP candidate in a state senate general election.
SOLUTION
We targeted the audience of 51,253 voter households for a period of 3 weeks with digital display, pre-roll video, and OTT-CTV video ads, urging the voters to get to the polls.
Polling showed the race in a dead heat with nothing able to break the stalemate. That all changed when we got engaged.
51,253
VOTERS TARGETED
Served for 3 weeks
68.19%
TARGETED GROUP
TURNOUT
141,643
TOTAL BALLOTS CAST
3,331 votes won by a 2.4% margin
RESULTS
After the election, an identical control group turned out at a rate of 55.91%, while the targeted group who were served Ring Digital’s ads turned out at a whopping 68.19%, an increase of 13 points, and a lift of 22%. Ring Digital’s client won the election by a tiny margin of 3,331 votes out of a total 141,643 ballots cast (a 2.4% margin).
Had the voters targeted by Ring Digital’s ads not been served those ads, they would have voted at the control group rate of 55.91%, decreasing the number of votes cast by 6,662, almost certainly changing
the outcome of the election.
