Focus on Bill de Blasio: The True Progressive Choice
After three consecutive terms of Mayor Bloomberg at the helm of America’s largest metropolis, New Yorkers had a competitive mayor’s race for the first time in over 10 years. By getting through a tough primary, Bill de Blasio was able to emerge as a leading candidate and show that he was the true progressive choice going into the general election.
- Celebrity and political surrogates help amplify the message online: Through digital, there are now more formats and ways for celebrities and surrogates to help. Photography, voice work, video, text all played a big role in the campaign’s narrative online. The campaign’s access to celebrity surrogates in the New York market helped de Blasio pull from a variety of voices to support his campaign and reach out to voters before Election Day.
- Focus on connecting message to lifestyle: Using nuanced cues in digital ads that expressed “Denim for de Blasio” or “Plaid for de Blasio,” the campaign was not only able to target by traditional demographics and age, but by lifestyle association to go even deeper into the New York electorate and find ways to relate to voters of all stripes.
- Focus on the big day but build for the long-term: The campaign focused on getting as many New Yorkers to sign up, become a fan, and follow the campaign as possible in order to get out the vote but also to build a digital army ready to activate for future moments.
- Individual targeting scaled to the city level: No dollars were spent on home page takeovers or other less targeted ad tactics. We allocated spend on reaching the individuals we needed to get out to the polls and sign up to join the list.