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Topics: Advertising, Reed Awards, The Prosper Group

Our Targeting is Award-Winning. Let's Put it to Use for You!

As you may have seen, last week The Prosper Group took home four prestigious Reed Awards for digital excellence during the 2018 campaign cycle.

Today, we wanted to take the opportunity to tell you a little more about one of those wins.

2018 was an interesting year in many parts of the country with demographic and political shifts coming to a head. In Texas, Democrats were aggressively targeting dozens of seats in the House of Representatives, and even the state's U.S. Senate seat.

Texas House District 138 was one of those targeted seats, and Beto O'Rourke's coattails were making a real impact in this district - where demographics have long been shifting in a direction favorable for the Democratic Party.

Our client, Representative Dwayne Bohac had limited resources; so much so that a decision was made to skip broadcast and cable TV buys altogether, and instead run ads exclusively via digital platforms.

Our victories on Election Day (and then again with a Reed Award on February 21st) demonstrate it was a wise strategic move, when paired with a digital firm that knows how to utilize cutting edge targeting capabilities to deliver the difficult wins.

As a result of the recent demographic shifts in the district, we knew the audience we needed to reach was slightly younger than a traditional Republican candidate's audience, so we created a campaign tailored to that audience with three issue-based messages that would resonate with exactly who we needed to vote.

The result? Representative Dwayne Bohac won reelection by just 47 votes - in a district that was carried by Hillary Clinton in 2016, and Beto O'Rourke in 2018.

Our mobile-first content and targeted audiences helped pull off an incredible victory in a tough political environment for our client.

There's no question that with a margin that narrow, our ability to serve ads to exactly who we needed - with the prescribed messaging necessary to turn out our supporters or convince lean Democrats who were already headed to the polls to split their ticket - made all the difference during both the Early Voting period and on Election Day.

We want to put this experience and expertise to work for your campaign. If you want to reach the right people with the right message -  in the most efficient way possible to deliver a win - let's talk.

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