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@epolitics
CREATIVE DIGITAL & SOCIAL
ADVERTISING FOR POLITICS &
ADVOCACY
July 14, 2023
Colin Delany
Epolitics.com
@epolitics
20+ Years in Digital Politics
Internet Strategy Consultant
Political Advocate
Founder/Editor of Epolitics.com
Ebook Author
Plays Bass in a Rock & Roll Band
@epolitics
Colin Delany
@epolitics
Colin Delany
Digital advertising strategy
Advertising placement
Organizational digital strategy
Digital program audits
Email strategy/list-building
Social media strategy
Digital project planning & execution
@epolitics
POLITICS IN TEXAS…
@epolitics
WHY ADVERTISE ONLINE?
@epolitics
WHY ADVERTISE ONLINE?
@epolitics
GOALS
Engagement
Persuasion
Mobilization
Click-throughs
Social sharing
List-building
Advocacy actions
Political pressure
@epolitics
GOALS
@epolitics
EXAMPLE: HOMETOWN PROJECT
@epolitics
EXAMPLE: HOMETOWN PROJECT
• Targeted content for each legislative district
• Voter-file targeted
• Facebook & programmatic video ads
• Some ads targeted more broadly, to catch
people the data models might miss
• 4.5 million impressions in 50-odd districts
• 1.4 cents per voter contact
@epolitics
PROGRAMMATIC ADVERTISING
@epolitics
STREAMING aka CTV/OTT
@epolitics
FACEBOOK ADVERTISING
Almost any content can
become a promoted
post
Boost button
Ad Manager interface
Targeting & budget
@epolitics
TARGETING
• Geotargeting
• Interest targeting
• Demographic targeting
• Custom audience targeting
• Voter-file targeting
• Targeting based on behavior
@epolitics @salimzymet
RETARGETING (FACEBOOK PIXEL)
@epolitics
TESTING
@epolitics
TESTING
@epolitics
LARGE-SCALE MICROTARGETING
@epolitics
CUSTOM AUDIENCES
Targeting an email or mobile list, or a list of Facebook IDs,
with Facebook ads
EXAMPLE FROM 2014:
Two groups of campaign donors/supporters
Group A: email + [Facebook ad] + second email
Group B: email + [no ad] + second email
What do you think happened?
@epolitics
SUPPORTING FIELD ORGANIZERS
@epolitics
LOOKALIKE TARGETING
@epolitics
LIST-BUILDING
@epolitics
LEAD-GENERATION ADS
@epolitics
RECRUITING ADS = BEACHHEAD
@epolitics
RAPID RESPONSE
@epolitics
GRASSTOPS RECRUITING
@epolitics
LINKEDIN TARGETING
@epolitics
INFLUENCERS/MICROINFLUNCERS
• Organic – can go
super-local
• Paid recruiting
platforms
• Amplifying influencers
Thanks to:
• Amy Hines-Shaikh, Wild Cat
Consulting
• Micah Morris - Main Street
One
@epolitics
AMPLIFY LOCAL INFLUENCERS
@epolitics
PROMOTED TWEETS
Target:
• People who follow a
particular feed
• People who use a
keyword or hashtag
• A list of specific users
• Geographic area (ex.
Capitol Hill zip codes)
@epolitics
PROMOTED TWEETS
Uses:
• Targeting decisionmakers
• Targeting employees/customers of a business
• Targeting legislative staff
• Targeting reporters
• Promoting content
• Hashtags
@epolitics
BANNER/VIDEO ADS
@epolitics
BANNER/VIDEO ADS
AI?
@epolitics
MEDIA TAKEOVERS
@epolitics
EXAMPLE: ILLUSION OF UBIQUITY
@epolitics
EXAMPLE: ILLUSION OF UBIQUITY
@epolitics
LONG-TERM PERSUASION
THANK YOU!
Colin Delany
Epolitics.com
cpd@epolitics.com
+1 202 422 4682
@epolitics

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Creative Digital and Social Advertising Ideas For Politics and Advocacy [2023 Edition]

Editor's Notes

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  2. 3
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  4. 38
  5. 39