Goal

Secure the Presidential victory and key Senate seats (including the highly contested Georgia runoffs) by overcoming two core threats: massive coordinated disinformation attacks and the risk of voter apathy among critical youth, Black and Latinx cohorts.

Strategy

Implement a hybrid persuasion and mobilization program that leveraged technology to deliver highly customized ad experiences. The strategy focused on sequential media buys to address voters' unique vulnerabilities (disinformation) before pushing them to action (GOTV).

Activation

We drove momentum through dynamic messaging and multi-platform execution:

• Disinformation Defense: Deployed a two-track defense (Inoculate/Treat) against hostile narratives, prioritizing high-trust Direct-to-Camera (DTC) ads to neutralize attacks.

• Data-Driven Sequencing: Customized the ad experience using online engagement indicators to move targets through a personalized persuasion journey and drive action.

• Strategic Saturation: Executed a massive, multi-platform media campaign across high-reach platforms to ensure saturation in key battleground locations and with critical audiences.

Impact

Our ability to execute flawlessly delivered high-impact results, shifting critical margins in key battleground states and successfully paving the way for the Biden/Harris presidential election victory and Congressional majorities including the Ossoff & Warnock Senate wins in Georgia.

• +10-20% Persuasion Lift (Vote Choice) achieved with top-performing creative, driven partially by scroll-stopping ads and personalized messaging journeys