We knew that 2020 was going to be an election like no other, and we wanted to ensure that the tactics we were using were informed by in-cycle testing and measurement. In the weeks leading up to Election Day, we put those best practices to use on behalf of groups like Voto Latino and Future Forward USA Action.
These programs targeted more than 800,000 voters across Arizona, Wisconsin, Georgia, Michigan, and Pennsylvania with the messaging and creative strategies we pioneered with partners in experiment-informed programs in the 2019 general and 2020 primaries — programs that used in-flight testing to measure the most effective tactics for motivating low-turnout audiences to vote.
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