Love it or hate it, the electoral college presents a strategic opportunity for targeting on a granular level as candidates focus on securing 270 electoral votes. States, including Nebraska, represent important targets along the path to securing victory in the presidential race.
And, the Democracy Preservation Initiative (DPI), a Super PAC supporting Former Vice President Joe Biden, knew that the Omaha, Nebraska area congressional district could hold the key for their campaign. Given the nationwide predictions, securing NE-2 and its one electoral vote could increase Biden’s chances of winning the election from 66% to 81%.
However, DPI knew this would not be an easy win: 538 forecasts NE-2 as a 58.1% chance of voting Republican in what in 2018 was R+4 in party registration. They came to Resonate to help target NE-2 voters on a granular level and tap into the values that could drive persuadable voters to the polls to cast a blue ballot.
Targeting Persuadable Voters in NE-2 with Real-Time Intelligence
Resonate used real-time voter intelligence to look closely at two voter segments within NE-2: voters worried about “health misery” as a result of COVID-19 and persuadable on President Trump and voters worried about “economic loss” as a result of COVID-19 and persuadable on President Trump.
These voters were then targeted by DPI on an individual level with 15 and 30-second video ads delivered via mobile, tablet and laptop based on the targets’ specific concerns. Over the course of the campaign, DPI saw significant shifts in video completers’ negative sentiment towards President Trump. One stark example of the increasing negativity tapped into voter intent:
- As of September 12, 20.2% of “health misery” video completers were voting to remove Trump from office. As of October 31, it was 31.6%.
- As of September 12, 19.7% of “economic loss” video completers were voting to remove Trump from office. As of October 31, it was 30.4%.
“We wound up swinging the district by over 9% from 2016 because the Resonate Team knows what they are doing, gives thoughtful advice, and implements the client’s decisions and directives flawlessly.”
Resonate empowered DPI with a deep understanding of voters that went behind stale voter file data and abandoned the idea that voters make decisions based solely on Republican v. Democrat. Want to learn how Resonate’s 360-degree voter insights powered a Biden win in NE-2 and solidified his course to victory? Download the case study, Leveraging Values to Identify and Target Persuadable Voters and Win a Critical Electoral Vote, today.
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