Marijuana Advocacy Organization

CHALLENGE

In 2016, an advocacy organization wanted to identify and connect with Nevada voters who would turn out and vote YES on Question 2, a statewide ballot measure to regulate marijuana like alcohol in Nevada.

SOLUTION

Leveraging Resonate’s proprietary data, registered voters who were persuadable on legalizing recreational marijuana were identified and served ads tailored to their values, motivations and public policy positions. For example, one of the identified audiences was older moms concerned about education quality, crime and law enforcement.

RESULTS

  • Measure passes in Nevada (602,463 YES / 503,644 NO)
  • 81% of all ballot voters were served ads
  • 96% of margin voters clicked ads to visit website
  • 9 average completed video views per each ballot voter