Check out this case study put together by our friends at Google about our work with Connecticut Forward to elect Gov. Dannel Malloy in 2014. Click here to read the full case study from Google.
Connecticut Forward: Shifting Message at Scale on Youtube and Doubleclick
From the early stages of Democratic Gov. Dannel Malloy’s reelection campaign, Connecticut Forward, an affiliate of the Democratic Governors Association (DGA), turned to digital strategy and advertising firm Rising Tide Interactive to deliver targeted messages at scale on digital. In the final weeks before the election, when polling indicated the need for a message different from that running on TV to resonate with undecided and Democratic voters, Rising Tide Interactive knew Connecticut Forward could quickly and efficiently scale a new message with online video on YouTube and DoubleClick.
The nation’s largest TV market
Only two market areas comprise Connecticut: Hartford and Fairfield County, part of the New York City DMA, the largest in the country. To reach Hartford, buying TV in the New York media market is expensive and inefficient; it covers parts of New York, Connecticut, New Jersey, and Pennsylvania, and was already flooded by political ad spend in all four states several weeks ahead of the 2014 midterm elections.
Rising Tide Interactive worked closely with the DGA team, including TV, mail, and general consultants, to demonstrate that they would get a comparatively lower cost per point running video ads online – and could ensure that all impressions were served to potential voters in Connecticut.