Focus on Terry McAuliffe: Biggest Digital Spend in the History of Virginia Politics
The Terry McAuliffe campaign, led by Robby Mook, leveraged digital in a sophisticated way that built on the national lessons of the 2012 cycle and scaled them at the statewide level.
- Investment in Digital Paid Off: Terry McAuliffe’s campaign demonstrated that a significant investment in digital in a statewide race can make a big difference – a well-executed digital media program allowed the campaign to both reinforce their television message online, and narrow in on unique and targeted messaging by age, demographic, and geography. Given the size of the race, we were able to segment messaging at the DMA and zip code level, which made a huge difference in a state like Virginia, which has a wide variance of voter profiles across the state.
- Women Were A Pivotal Demographic Target: Early on, the Terry McAuliffe campaign identified women as a critical demographic. The campaign knew that informing women of Ken Cuccinelli’s extreme record on women’s issues would be vital to electing Terry McAuliffe. By utilizing voter file targeting, and narrowing down to a group of approximately 500,000 Virginia women, BPI and the McAuliffe campaign were able to reach key female voters with a targeted message online. By pushing our strong women-specific messaging earlier in the spring, we were able to get ahead of Cuccinelli before any of his TV ads hit the air.
- Taking Targeted-Sharing To the Next Level: The Terry McAuliffe team’s “commit to vote” tool utilized targeted sharing technology to allow people in Virginia to commit to vote, and then share Terry’s message with their friends. By iterating on success from previous elections, we built upon the “gamification” aspect of the 2010 “Get Out The Vote” tool and the 2012 “targeted sharing” tool to help voters share with their friends and create a competitive environment online.