Florida’s elections racked up hundreds of millions of dollars in television spending across 11 media markets in 2018. Both the Governor’s race and U.S. Senate race flooded the local airwaves on a daily basis, leaving down ballot elections and ballot initiatives to fight for voter attention.
An additional challenge was the non-partisan makeup of our likely supporters. This issue did not cut across traditional left-right, Republican-Democrat cleavages, making our targeting instrumental in the efforts success.
Push Digital identified the main goal as building a critical mass of grassroots pressure and attention on influencers and voters that would result in support for an affirmative vote on the battle initiative.
We chose a social strategy specifically because of the growing segment of users aged 35 and up using the Internet for new, the speed at which information could be disseminated to the audience and the ability to quickly convert the audience into activists.