Case Study: Google Drives Terry McAuliffe Win in Virginia with Segmented Online Voter Outreach

Case Study: Google Drives Terry McAuliffe Win in Virginia with Segmented Online Voter Outreach

TerryMcAuliffeGoogle and Bully Pulpit Interactive (BPI) present a joint case study on how a targeted digital program helped Terry McAuliffe win his race for governor of Virginia.

Digital ads were a priority for the Terry McAuliffe campaign from the beginning, which helped ensure that McAuliffe could leverage platforms like Google to test campaign messages and build his email and donor base ahead of his opponent, Ken Cuccinelli.

This testing helped most when Cuccinelli  began to show an early lead in early May 2013 and McAuliffe’s campaign was about to focus its efforts online by targeting key audiences.  BPI worked with the campaign to create a targeted persuasion media plan using Google’s platform and segmented their creative messaging by both geography and demographic, including African Americans, Women and Youth.

Going into Election Day, the McAuliffe campaign had a substantial lead in public opinion polls, but the campaign didn’t get complacent. The McAuliffe campaign ramped up their digital efforts in the closing days with a major get out the vote Search initiative to accommodate a large spike in Search traffic as voters did their last-minute research. They drove to a polling place lookup where voters could confirm their polling location for Election Day.

Learn more by downloading the full Google-BPI case study by clicking here.