Case Study: Political Campaign
Case Study: Anna Brawley for Anchorage
THE BACKGROUND
Anna Brawley's campaign aimed to secure a seat in the Anchorage City Council, focusing on progressive policies that resonate with local voters. Through the use of digital resources like social media and search engines, the campaign effectively reached particular demographics and raised voter turnout and engagement.
THE CHALLENGE
The campaign needed to guarantee maximum impact to make the most of a limited budget. It required skill to clearly present the message and target the right Anchorage voters who would most likely support Anna's platform. The level of detail needed for such a targeted campaign was lacking in conventional methods, like radio and television commercials, which were also too costly and broad.
THE SOLUTION
Facebook and Instagram Strategy
The campaign allotted $5,000 for Facebook and Instagram advertisements, releasing a total of 26 ads that catered to voters in Anchorage with particular interests and demographics. The social media strategy, which focused heavily on local issues and Anna's suggested solutions, was designed to engage those who were the target market.
- Impressions: 303,991
- Reach: 38,152
- Clicks: 3,331
- Cost Per Thousand Impressions (CPM): $16.45
- Ad Recall Rate: 12.95%
Google Ads Strategy
In addition to its social media initiatives, the campaign spent $3,000 on Google Ads. These included search and video advertisements meant to draw in voters who were looking up local elections or information on specific issues.
- Impressions: 295,197
- Average CPM: $10.41
- Clicks: 296
- Click-Through Rate (CTR): 0.10%
- Video View Rate: 27%
- Video Views: 15,558
THE RESULT
With the help of Google Ads and social media, Anna Brawley's campaign was able to reach a significant portion of the Anchorage voters at a reasonable cost. By concentrating on important demographics and geographic regions, the focused strategy made sure that the message of the campaign reached the people who were most inclined to back Anna's candidacy.
With an outstanding ad recall rating of 12.95%, the Facebook and Instagram advertisements generated significant engagement, suggesting that voters found the campaign's message compelling. Video views helped to reinforce issue awareness and name identification, which was subsequently supported via Google Ads.
The strategic use of digital platforms not only maximized the campaign's budget, but this also played an important role in building the momentum needed to drive voter turnout and support for Anna Brawley.
