Politics and Elections Blog
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Digital Lessons Learned from 2012
Monday, December 10, 2012
Posted by: Rob Saliterman (R Team), Evan Rowe (D Team) and Luke Rodehorst (IE Team) Google Politics and Elections Team
Last week, Google and CNN convened more than 300 campaign operatives and journalists to discuss how political campaigns broke new ground this year in using the internet to fundraise, persuade, and mobilize with unprecedented targeting and measurement. The event, “
Exploring the 2012 Digital Election
,” featured the Obama and Romney campaigns’ digital masterminds, but it’s important to also recognize the innovative strategies and tactics of down-ballot campaigns and issue advocacy groups.
Google’s “
Digital Compilation from the 2012 Campaign Cycle” booklet
contains eight case studies on how the internet has revolutionized politics.
Here are four key examples from groups that set a new standard in online political advertising:
1. Delivering Maverick PAC’s Message to the Right Audience
Maverick PAC, led by Co-Chairs George P. Bush and Jay Zeidman, is engaging next generation Republican leaders from business, politics and law to build a national network. To gain traction with a younger audience and maximize visibility, Maverick PAC turned to YouTube to tell their story. By partnering with Story Partners -- a DC public affairs firm -- they maximized the exposure to the target audiences.
Read the full case study here
.
2. Ami Bera went up early to avoid the noise and define the candidates
Dr. Ami Bera ran for Congress in 2010, losing a close race in the Sacramento suburbs. In 2012, with voters inundated with messages from dozens of candidates and ballot propositions, as well as statewide redistricting, guaranteed a tighter race. But in an area with many competitive races and proposition campaigns, the Bera campaign knew traditional media alone would be insufficient to communicate with voters effectively. So they turned to digital to extend the reach and frequency of their offline ads and reach key audiences efficiently.
Read the full case study here
.
3. Click-to-Call-Congress
As the U.S. Senate considered legislation critical to the clean coal industry this spring, the American Coalition for Clean Coal Electricity (ACCCE) sought ways to mobilize grassroots supporters of the legislation across the country to make their voices heard. Partnering with social media marketing firm New Media Strategies, ACCCE used numerous Google tools, including click-to-call mobile advertising, to connect constituents with their Senators.
Read the full case study here
.
4. Extending the Reach of TV with a complimentary online video strategy on YouTube
Priorities USA Action, the leading Super PAC in support of President Barack Obama, turned to online ads in order to outmaneuver their better-funded opponents: Republican Super PACs American Crossroads, Crossroads GPS, and Restore Our Future. Working closely with agency Global Strategy Group, Priorities developed an efficient and effective YouTube video and Google search strategy to re-elect the President of the United States.
Read the full case study here
.
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