2019 Social Pressure Test
Targets
Democrats who voted in 2016 or 2018 but not 2015
Creative
Results
- Paid digital social pressure ads increased turnout by 0.8 percentage points (pp) (p < .01).
- This is one of the largest effects Analyst Institute has observed of paid digital ads on voter turnout.
2018 Creative Tests
Targets
1.36 million voters in 817k addressable TV households, moderately liberal
Creative
Vote USA Cartoon (RTI produced)
Light, pleasant tone on act of voting message
Voter Report (RTI produced)
Official/clinical treatment of act of voting message
Power/Fight (Not produced by RTI)
Raw, DIY-feeling, with voting as empowerment message
Puppets/Know (Not produced by RTI)
Humorous spin on social pressure to be a voter
Brooklyn Nine Nine (Not produced by RTI)
Celebrity/talent humor hook for ease of voting message
Results
- Two ads, emphasizing vote-planning and social pressure, had a significant effect (p < 0.1).