How sequential digital messaging can boost candidate name ID
In what became one of the largest Republican upsets in 2018, AdVictory set out to design a full-scale digital program for Bill Lee — a lesser-known, outsider businessman with less than 30% initial name recognition in the Tennessee gubernatorial race.
In a crowded primary where Lee was outspent 3 to 1, AdVictory first sought to build name ID among modeled likely supporters as cheaply and efficiently as possible.
AdVictory paired traditional digital voter contact methods with sequential ‘bumper’ creative as a cost-effective tool that offered both scale and high-frequency. Deployed as 6-second non-skip YouTube ads, these bumpers first introduced users to Bill Lee as a conservative outsider, automatically funneling viewers into new delivery pools where they were retargeted with bumper ads with sequential messaging on Lee’s stance on size of government, immigration, term limits, and family values.
USING SEQUENTIAL MESSAGING TO BUILD NAME ID
By leveraging Google’s sequential bumper technology, AdVictory helped distinguish Lee as the ‘Conservative Outsider’ in the race. In late May through early June, Bill had less than 30% name recognition and trailed on the ballot test by 23 points. As this program ran through Election Day, AdVictory had delivered over 1.34 million video bumper impression to nearly 230,000 users. The average was 4 videos of all 6 in the sequence.
AdVictory helped boost frequency further, delivering 4,004,816 retargeting display impressions to 277,867 targets with an average 16x delivery frequency. Ultimately, Lee went from trailing by over 20 points to winning by 12.