Our client, a high profile ballot initiative, wanted to pinpoint supporters for GOTV and identify soft supporters for early persuasion messaging to prevent them from being persuaded by negative messaging.
BlueLabs devised an analytics strategy focused on voters who were likely to be persuaded by both positive and negative messaging. By targeting these highly persuadable voters, the goal was to ‘harden’ supporters against negative messaging, and to persuade and recruit new supporters. The program was launched in May, and included a large survey fielded in June. By mid-July, BlueLabs had deployed the support and persuasion universes. By the first half of August, the client had a detailed cross-channel and TV optimized plan, including the most cost-effective TV shows and channels to reach target audiences.
In subsequent campaign polls, BlueLabs’ models validated very well. Voters identified by the models as strong targets were 2.13x more likely to resist negative messages than weak targets. By our estimates, relying on person-level uplift scores enabled the campaign to reach more than 3 times as many strong targets with the same budget.