Paid Digital Advertising: DAVID.MARKET developed a paid media advertising strategy designed in its first phase to target individual legislators, and then in its second phase, to target the New York State Governor’s office. Specific, targeted legislative districts represented by key, swing legislators were targeted on social, search, and display channels. Paid social ads used visual creative and written copy from Greenpill and the coalition to microtarget different demographic groups with relevant, key messaging: union members received ads about the union jobs provisions of the act, and environmentalists were targeted with ads illustrating the climate benefits of the act, for example. Other target groups were also used.

Strategy and Analytics: DAVID.MARKET worked with Greenpill to align digital ads strategy with Greenpill’s overall media strategy and with the Public Power coalition’s overall goals and efforts, which included volunteer canvassing efforts, media buys in the New York State capital, and more. DAVID.MARKET’s digital ads strategy was based on deep background research and adjustments based on ongoing analytics and reporting. Working together, DAVID.MARKET and Greenpill developed data- and design-informed landing pages and integrations that drove email-writing campaigns from constituents to their legislators and governor, and then phone calls to the Governor’s office as well. Data tracking infrastructure and reporting allowed us and the ad platforms to efficiently and effectively reach the and converting audiences, driving strong CPAs and other KPIs.