Hyper-targeted Digital Advertising:
One of the standout tactics was our hyper-targeted digital advertising. By leveraging detailed audience insights, we specifically catered to Gen-Z individuals, with a spotlight on those already inclined towards reproductive justice or those malleable in their views. This precision targeting ensured that every ad dollar was optimized for impact. We distributed our efforts across multiple platforms, but Snapchat, in particular, emerged as the dark horse. Our Texas pro-choice and SRHR advocacy ads tailored for the Dallas demographic significantly outpaced benchmarks, especially when measuring by completion rate, showcasing the efficacy of our bespoke targeting strategy.
Compelling Ad Design and Narrative Building:
Our creative endeavors weren’t just limited to aesthetics; they were narratives in their own right. Embracing a dual-pronged messaging approach, we highlighted the positives of unrestricted abortion access, grounding them in themes of love and compassion. In contrast, our negative messaging sought to shed light on the detrimental effects of extremist political views on women’s autonomy. This balance between hope and awareness proved instrumental in engaging the audience at an emotional level. To heighten the relatability factor, we further customized our content based on regional nuances, ensuring that our messaging always felt local and personal.
Impactful Video Production:
Our collaboration with AVOW also saw us diving deep into video content, crafting concise yet potent messages. The 15-second Snapchat video, designed to target key Gen-Z demographics, was a masterclass in brevity meeting efficacy. Eschewing any gimmicks or superfluous content, we harnessed real news headlines and stark voting records to build a compelling narrative against Rep. Angie Chen-Button. The strategic use of color contrast, juxtaposed against the black and white visuals, not only amplified our message but also emphasized the ‘extreme’ stance of Chen-Button. The resounding engagement across platforms like Facebook, Instagram, and YouTube stood as a testament to the video’s resonating impact.
