Dan Laughlin for State Senate

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Title

Advertiser:

Dan Laughlin for State Senate

Year:

2019

Source:

OAAA

Product Category:

Government / Public Service

OOH Format:

Digital bulletins and posters

Country:

USA

Objective:

Laughlin’s campaign wanted him to perform well in the polls to discourage Democratic competitors, and to increase his name recognition among Erie voters. Key target audiences identified included Republican, Independent and Moderate  Democratic voters.

Target Group:

Strategy and Media Used:

Billboards were selected using demographic data to identify those locations that indexed well among the target audience of registered voters, including Republicans, Independents, and moderate Democrats. Further audience segmentation used to
select the best locations included those registered voters who always vote in local elections.

Results:

Prior to the OOH campaign, Senator Laughlin’s name recognition was at 40% but after the campaign posted his name recognition jumped to 65% among Erie county voters. He was also seen as a favorable candidate among Independents and moderate Democrats. Laughlin’s campaign was so impressed with the selection data used to compile the OOH plan that after reviewing it they doubled their OOH budget.