The Role of Advertising and Social Marketing in the Obama  Campaign  Frank Greer  GMMB
2004 DNC - Boston www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=aR92pOtPgeE
Message: Clear from the start <ul><li>CHANGE </li></ul>Our biggest strategic  advantage , was also our biggest strategic  ...
<ul><li>Own  change </li></ul><ul><li>Focus relentlessly  on the  economy </li></ul><ul><li>Reassure  voters  about Obama ...
The Tactics <ul><li>Expand the map </li></ul><ul><li>Expand the electorate </li></ul><ul><li>Embrace technology </li></ul>...
<ul><li>Recognize our greatest competitive advantage was… </li></ul>The Tactics
The Four Pillars of Change <ul><li>UNITY :   A President who will unite, not divide. Restore common purpose. </li></ul><ul...
Moment www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=l8-EjVr_i9E
High and Dry www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=Yu9UWDfd-ms
Turn It Off www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=iSLjuHF0eKg
Mother www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=URs6wKlwKF8
Truth www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=TMdsRLmcQg8
Social Networking
The Digital World in 2004
Blogs
 
The Candidate
Barack Obama was Everywhere
MyBarackObama.com: The Numbers
MyBarackObama.com: The Numbers
Campaign Integration: It all worked together <ul><li>Obama speeches, earned media, paid media, digital, fundraising and gr...
Join www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=E9Zv9-zC70E
Will I Am – Yes We Can www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=jXdN6-RrXlU
El Sueño Americano www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=9vKW7e3IUys
Expand the Electorate: Winning the Latino Vote <ul><li>Latinos who went to the polls increased by nearly 25% over 2004 </l...
<ul><li>Even in McCain’s home state of Arizona, 56% of Latinos voted for Obama </li></ul><ul><li>74% percent of Latinos vo...
<ul><li>Voters didn’t want a  replica  of Bush. They wanted a  remedy </li></ul><ul><li>John McCain : </li></ul><ul><ul><l...
Seven www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=8FeDuPnEG5s
Dos Caras www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=ncUNeIskGIc
Lo Mismo www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=MpuuqFXTfzE
Obligacion obligacion_Med_Prog.wmv (659 KB) www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?...
Fundamentals   www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=_cPU0Mb_dHk
Don’t Know Much www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=qgRZn5f_3ks
Unravel www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=79ECDfPH7ko
90% www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=XYK50EaOvAs
I Believe www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=8cK4BxvVMDg
Seguro Medico www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=nRRfOidSyyQ
Multi-Track Advertising <ul><li>General Market  (National and Spot TV & Cable) </li></ul><ul><li>Women's Track </li></ul><...
Primary Election Spending  (in millions)
Total General Election Spending  (in millions)
General Election: Battleground TV Spending Comparison
Something www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=aAs40Kgra0M
The Movement:  Didn’t end on election day
Step Forward www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=tv1jtzI_Kew
 
Renewing U.S. Leadership in the Americas www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=s...
Plan – Colom www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=QmL_dHXXfSM
Destino – Colom www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=REyqJNYObFQ
Cierre – Colom www.youtube.com/managementpolitico URL Directo:  http://www.youtube.com/watch?v=uRvz705XIfA
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Presentación Frank Greer

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  • Presentación Frank Greer

    1. 2. The Role of Advertising and Social Marketing in the Obama Campaign Frank Greer GMMB
    2. 3. 2004 DNC - Boston www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=aR92pOtPgeE
    3. 4. Message: Clear from the start <ul><li>CHANGE </li></ul>Our biggest strategic advantage , was also our biggest strategic challenge:
    4. 5. <ul><li>Own change </li></ul><ul><li>Focus relentlessly on the economy </li></ul><ul><li>Reassure voters about Obama </li></ul>The Strategic Imperatives
    5. 6. The Tactics <ul><li>Expand the map </li></ul><ul><li>Expand the electorate </li></ul><ul><li>Embrace technology </li></ul><ul><li>Create a movement </li></ul><ul><li> And… </li></ul>
    6. 7. <ul><li>Recognize our greatest competitive advantage was… </li></ul>The Tactics
    7. 8. The Four Pillars of Change <ul><li>UNITY : A President who will unite, not divide. Restore common purpose. </li></ul><ul><li>REFORM: A President who will reform the ways of Washington. Put your needs first. More of the same just won’t do. </li></ul><ul><li>HONESTY: A President who won’t tell you what he thinks you want to hear, but what you need to know. </li></ul><ul><li>HOPE: There are better days ahead. Yes We Can. </li></ul>
    8. 9. Moment www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=l8-EjVr_i9E
    9. 10. High and Dry www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=Yu9UWDfd-ms
    10. 11. Turn It Off www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=iSLjuHF0eKg
    11. 12. Mother www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=URs6wKlwKF8
    12. 13. Truth www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=TMdsRLmcQg8
    13. 14. Social Networking
    14. 15. The Digital World in 2004
    15. 16. Blogs
    16. 18. The Candidate
    17. 19. Barack Obama was Everywhere
    18. 20. MyBarackObama.com: The Numbers
    19. 21. MyBarackObama.com: The Numbers
    20. 22. Campaign Integration: It all worked together <ul><li>Obama speeches, earned media, paid media, digital, fundraising and grassroots were interconnected. </li></ul><ul><li>Voters were laddered from curiosity to activism. Examples: </li></ul><ul><ul><li>VP announcement; texting at Invesco – 30,000 sign-ups </li></ul></ul><ul><ul><li>Youth advertising driving grassroots </li></ul></ul>
    21. 23. Join www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=E9Zv9-zC70E
    22. 24. Will I Am – Yes We Can www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=jXdN6-RrXlU
    23. 25. El Sueño Americano www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=9vKW7e3IUys
    24. 26. Expand the Electorate: Winning the Latino Vote <ul><li>Latinos who went to the polls increased by nearly 25% over 2004 </li></ul><ul><li>Latinos cast Democratic votes in just about the same proportion as did young people, more than 2-to-1 for Obama </li></ul><ul><li>Nationwide, Latinos voted 67% for Senator Obama and 31% for Senator McCain </li></ul><ul><li>Latinos gave Obama unexpectedly large margins of victory in three battleground states: Colorado (73%), New Mexico (69%) and Nevada (79%) </li></ul>
    25. 27. <ul><li>Even in McCain’s home state of Arizona, 56% of Latinos voted for Obama </li></ul><ul><li>74% percent of Latinos voted for Obama in California </li></ul><ul><li>Latinos provided the winning margin in Indiana, with 77%, and 63% voted Obama in Texas </li></ul><ul><li>Latino support for the Democratic nominee increased by 14 points over all, compared with 2004, the biggest shift toward the Democrats by any voter group </li></ul>Expand the Electorate: Winning the Latino Vote
    26. 28. <ul><li>Voters didn’t want a replica of Bush. They wanted a remedy </li></ul><ul><li>John McCain : </li></ul><ul><ul><li>Represented little more than a Bush 3 rd term </li></ul></ul><ul><ul><li>Despite calling himself a “maverick,” McCain was really “more of the same” </li></ul></ul><ul><ul><li>And…“out of touch” </li></ul></ul>The Final Months: Our guiding principle
    27. 29. Seven www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=8FeDuPnEG5s
    28. 30. Dos Caras www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=ncUNeIskGIc
    29. 31. Lo Mismo www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=MpuuqFXTfzE
    30. 32. Obligacion obligacion_Med_Prog.wmv (659 KB) www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=S-TPJrFrBo8
    31. 33. Fundamentals www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=_cPU0Mb_dHk
    32. 34. Don’t Know Much www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=qgRZn5f_3ks
    33. 35. Unravel www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=79ECDfPH7ko
    34. 36. 90% www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=XYK50EaOvAs
    35. 37. I Believe www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=8cK4BxvVMDg
    36. 38. Seguro Medico www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=nRRfOidSyyQ
    37. 39. Multi-Track Advertising <ul><li>General Market (National and Spot TV & Cable) </li></ul><ul><li>Women's Track </li></ul><ul><li>Senior Track </li></ul><ul><li>Youth Track </li></ul><ul><li>Rural Track (Television and Radio) </li></ul><ul><li>African American Track </li></ul><ul><li>Hispanic Track </li></ul><ul><li>Big Event Track </li></ul><ul><ul><li>Olympics </li></ul></ul><ul><ul><li>Super Bowl </li></ul></ul><ul><ul><li>World Series </li></ul></ul><ul><ul><li>Prime Time Events </li></ul></ul><ul><li>Long Form Media </li></ul><ul><ul><li>60 Second Spots </li></ul></ul><ul><ul><li>Two Minute Spots </li></ul></ul><ul><ul><li>Thirty Minute Program: 35mil. viewers </li></ul></ul><ul><ul><li>Obama On-Demand </li></ul></ul><ul><ul><ul><li>45mil. viewers; 12.5min average </li></ul></ul></ul><ul><ul><ul><li>Dish Network </li></ul></ul></ul><ul><ul><ul><li>Direct TV </li></ul></ul></ul><ul><ul><ul><li>Cable </li></ul></ul></ul>
    38. 40. Primary Election Spending (in millions)
    39. 41. Total General Election Spending (in millions)
    40. 42. General Election: Battleground TV Spending Comparison
    41. 43. Something www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=aAs40Kgra0M
    42. 44. The Movement: Didn’t end on election day
    43. 45. Step Forward www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=tv1jtzI_Kew
    44. 47. Renewing U.S. Leadership in the Americas www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=smJfDQVoq_o
    45. 48. Plan – Colom www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=QmL_dHXXfSM
    46. 49. Destino – Colom www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=REyqJNYObFQ
    47. 50. Cierre – Colom www.youtube.com/managementpolitico URL Directo: http://www.youtube.com/watch?v=uRvz705XIfA

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