WINNER OF BEST ONLINE VIDEO FOR BOOTSTAPPED CAMPAIGN
Winsome Sears was running a campaign for Virginia Lt. Governor against well-funded, establishment candidates. The winning approach included tightly targeted digital ads across identifiable “red meat” segments like Pro-Trump, Pro-2A, and Pro-Military.
In Virginia, the nominee for statewide office is determined by a primary convention. This means that the only people you need to reach are delegates to the convention in that year. Unfortunately, that delegate information is often late and incomplete. To get the jump on the opponents we modeled likely Republican convention delegates from a very diverse (and messy) assortment of commercial, state, and county data sets.
For the month prior to the convention, we delivered her video ads 267,716 times to 29,505 modeled likely Republican delegates – which was all the campaign could afford. After the final delegate data arrived (after the convention of course), we were thrilled to find that 93% of delegates fell within our model.