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Case Study


In the weeks just prior to the election, the land- scape began to change. The challenge for Brown was to engage very specific audiences who would make or break the race between Brown and the fa- vored Democratic candidate. With the candidates in what became a close race, and given the short timeframe for campaigning prior to Election Day, Brown’s campaign needed to reach several critical audiences with highly targeted messaging. The traditional online advertising approach—


blanketing ads on the highest-trafficked websites in hopes that a few of them hit the right voters— would not be enough to put Brown over the top. While leveraging online advertising for saturating a message can increase general awareness, the cam- paign needed to strategically use the Internet to reach voters based on the issues, values, beliefs and attitudes that drive their actions. This is what we call Attitudinal Targeting™


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Resonate Networks was brought on by the NRSC and the Brown campaign because we had the unique ability to effectively reach and engage highly targeted audiences with Brown’s key campaign messages. With Resonate’s re- search-based ad targeting technology, the cam- paign was able to identify voters not just by the most obvious data points (Republican vs. Democrat vs. Independent, demographics and geographics), but by the subtle shadings and variations on voting behavior, degree of en- gagement in campaign politics, ideology, and an array of issue positions. The decision the campaign had to make was which characteristics it wished to target among the following: • Registered Republicans, Democrats, and Independents


• Ideology from very conservative to very liberal (and several points in between)


The challenge for Brown was to engage very specific audiences who would make or break the race between Brown and the favored Democratic candidate.


• Issue priority when considering which candidate to support (such as Immigration, Education, Debt/Deficit Reduction, Job Creation, etc.) across 13 categories


• Voting behavior from All Democrat to All Republican, including five points in between • Participation/number of elections voted in


60 Campaigns & Elections | Canadian Edition


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