Labor 2022 Union Campaign
New Jersey Regional AFL-CIO Elections
Each year, the NJ AFL-CIO’s Committee on Political Education (COPE) is tasked with educating prospective voters on candidates endorsed by the state’s affiliated union organizations to ensure legislators back the organization’s values. To increase awareness and drive voter turnout at the polls, COPE enlisted our team’s assistance in crafting a massive advertising push in favor of their endorsed candidates.
With a coordinated multi-channel ad push across IP, geofencing and paid social advertising, our team helped elect 43 of 51 candidates running for municipal, county and statewide positions in 2022.
Project Launch
Client
Agency
Roles
Prior to the campaign’s launch, candidate ad creative is crafted by our team’s designers, templated and reviewed to maintain consistency across all designs. Creative is then segmented by color based on the candidate’s race — i.e. municipal, county, state) — to provide visual cues for viewers.
Variations to the candidate creative were created to drive awareness of voting deadlines and prompt important actions — such as voting by mail, voting on election day, etc. Creative was then produced in .gif format to add motion when deployed in banner formats.
Candidate ad creative was deployed en masse in September 2022 across IP advertising outlets, with additional campaigns released on geofencing and paid social platforms as well. Careful attention was paid to the frequency of ad distribution, ensuring that candidate creative was pushed out at specific points in time throughout the week and increased in the weeks leading up to the general election.
Using candidate lists provided by NJ AFL-CIO staff, our ad sets were refined to only target the respective candidate’s municipality or region with over 85% confidence. Although the count of unique viewers is unknown, nearly 6,000 link clicks to the Labor 2022 website were recorded throughout the 2-month span.
