Facebook Click-to-Messenger Campaign
In an era where personal connection matters, the Biden presidential campaign marketing leveraged Facebook’s click-to-messenger feature to initiate authentic one-on-one conversations. These weren’t just broad-brushed engagements; they were targeted, tailored, and responsive. To achieve this, we matched a list of voters who had previously proven unreachable by conventional communication methods such as in-person visits or phone calls. Once connected, these voters received targeted Facebook ads, inviting them to a messenger conversation, thereby providing a platform where recipients could respond at their leisure, ensuring flexibility and respect for their time. This approach cast a wide net: the campaign served over 46 million impressions and reached nearly 6 million people. Out of this, a commendable 250,000 actively partook in these AI-driven conversations.
Conversational AI Engagement
Artificial Intelligence has steadily made its mark across various industries, and its application in the political realm for marketing the Biden presidential campaign was no exception. With a strong emphasis on adaptability, the campaign’s AI was designed to swiftly learn and adapt from the reactions and feedback of its users. Every engagement, every response, was a learning opportunity. The AI system not only facilitated these conversations but also efficiently funneled critical voter information back to the campaign. This data integration was seamless, dovetailing with other technologies like iwillvote.com. What made this approach even more strategic was its nuanced handling based on user reactions: ardent supporters were directed to make a voting plan, undecided voters received a more personal touch as they were handed off to campaign volunteers, and those uninterested were marked and excluded from future targeting efforts.
Creative & Targeting Approach
Instead of leaning heavily on traditional voter ID information for targeting, the Biden campaign decided on an innovative path. The digital creative was at the heart of this strategy. Using compelling visuals accompanied by “help me out” messaging beside an image of Joe Biden, the campaign reached out to its audience. Even without exhaustive voter ID details, this approach, rooted in genuine appeal and complemented by AI’s precision, ensured that a staggering 90% of respondents were true Biden supporters. This ingenious blend of creativity and technology not only amplified the campaign’s reach but also fine-tuned its audience, maximizing the impact of each engagement.
