Citizens for Truth

Overview

Elevate a narrative focused on the truth around drug pricing, drug makers abuses and generate content to present to Congressional membership.

The Numbers

Overall our ads achieved a 6.82% CTR with nearly 1 million engagements in social media. The campaign reached over 6 million people and drove over 13 million impressions.

The Impact

A2p helped elevate the narrative around the drug pricing supply chain by working with influencers who wove messages into the fabric of their programs. This was complemented with a social media campaign using Facebook, SEM and some programmatic digital ads. Developed a custom audience of approximately 48 million people nationwide. Served ads about price increases, drug maker patent abuse and 20 other ad sets.

Audio

Video

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Salvation Army

Overview

We were asked to grow support for the annual Salvation Army ‘Red Kettle’ holiday giving campaign, enhancing brand loyalty across a range of target audiences.

The Numbers

We served over 1MM ads to a Salvation Army modelled ‘giving audiences’ that reached 416,894 Facebook users, driving 63,168 people to take action and landing 7,270 engaged people on the associated radio host’s Red Kettle donation capture pages.

We have helped increase giving each year since being retained to support the Salvation Army national giving campaign, growing Salem radio host donations from:

2016: $793,000+
2017: $935,000+
2018: $952,000+
2019: $1.641 MM

The Impact

By identifying the social network of previous donors, we tested a number of different ad messages and consistently refined audience models to optimize the effectiveness of those messages. We combined this with a unique ‘embedded’ campaign with key influencers. Messages were conveyed LIVE by the influencer in the fabric of their respective shows.

Social Media

Audio

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Richard Nixon Library

Overview

Over a year of being shut down as a result of COVID-19 and State mandates, the NLM needed to find a way to re-engage potential visitors and bring them back to the museum. In addition to increasing foot traffic, they aimed to capture first-party data for future marketing opportunities.

The Numbers

180,000 unique digital campaign reach: modeled audience of likely customers
5.79% average CTR of digital users driven to take action, including making a purchase at the site.
30.65% conversion rate on visitors to www.nixontickets.com

The Impact

We first analyzed 2,500 records of data provided by the client. From that, a profile of the likely visitor was used to create custom-modeled audiences in social media. Further, about 80 search terms were identified for the SEM strategy. The NLM agreed to offer a 20% discount on ticket purchases made online. We created a unique landing page for ticket purchases www.nixontickets.com. All social ads and SEM linked traffic to the site and the media effort was geo-targeted to the areas most likely to be responsive to the offer.

Social Media

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My Pay My Say

Overview

The Mackinac Center for Public Policy’s MyPayMySay initiative provides support and educational resources to public sector workers who would like to opt out of their unions. With the support of A2P’s integrated digital and field operations, the initiative uses targeted social media advertising, email, text messages and phone calls to inform workers of their opt-out rights following the 2018 Supreme Court Case, Janus v. AFSCME, and helps them effectively navigate the union bureaucracy, while maintaining a sense of community.

The Numbers

227,000 public sector unionized workers opted out of unions
$2 Billion estimated union revenue loss over 10 years
$200 Million put back into the pockets of hard-working public sector employees EVERY year

The Impact

Using a proven methodology of continuous message testing and digital audience modeling, A2P was able to identify the union members most interested in opting out. Working closely with an integrated field team, A2P has successfully, and cost effectively, protected the constitutional rights of thousands of public sector workers through the increasingly politicized opt-out process, restoring freedom of choice for employees and accountability for unions.

Social Media

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Job Creators Network

Overview

The Job Creators Network launched a campaign to increase conservative turnout in ten key battleground states. A2P was hired by JCN to identify existing ‘policy priorities’ within the target audience that would prevent maximum turnout. Through website traffic data, A2P was able to apply advanced analytics and develop specific voter profiles that best identified these existing issues along geographic and demographic metrics. This then allowed JCN to deploy specialized messaging that best addressed specific policy issues to turn out more voters.

The Numbers

215,000 people within the target audience were redirected to the JCN landing page.
6.56% average click-through rate (6 times higher than industry average CTR).
27 Million people reached across ten states during the campaign.
4 Million engagements on social media, including peer-to-peer content sharing.

The Solution

In order to accomplish the client’s goal, A2P helped the Job Creators Network utilize their existing digital assets to reach target voters and drive traffic back to their main landing page. After message testing, A2P adjusted the language of the Job Creators Network digital ads to better encapsulate JCNs goal of preserving previously established policy. Furthermore, in order to drive maximum clicks, A2P used advanced analytics via collected survey data and digital footprints to identify additional target audiences, including those predicted most ‘likely to vote’ and those ‘unlikely to vote’. As a result of the audience analysis and targeted call to action in the digital ads, A2P drove over 215,000 people to the Job Creators Network website, while also generating 4 million engagements on social media. A2P solutions generated a click through rate of 6.56%, more than six times the Facebook average.

Social Media

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Better Future Michigan

Overview

A2P launched the Better Future Michigan Campaign to assist John James in his U.S. Senate race. The objective of the Better Future Michigan Campaign was to expose James’ main opponent, Gary Peters, as a career politician who had been receiving pensions from taxpayer dollars in the state of Michigan while also ‘double dipping’ the taxpayer with his federal income and pension. The Better Future Michigan campaign assisted James by using existing data to identify voter groups that would support key messaging and policy areas. A2P then developed and deployed targeted ads to those audiences. While James did not win the race, the support from A2P’s efforts made James the closest Republican candidate to run for U.S. Senate in Michigan since 1993. James was only 1.7 points shy of victory.

The Numbers

26 Million ads served to modeled audience of Michigan voters.
4.87% average click-through rate; over 5 times the Facebook average.
3.5 Million social media engagements from modeled target audience
4 Million unique video views of peer endorsements across the campaign

The Impact

A2P’s messaging and advertising campaigns helped candidate John James expand his total audience by 700,000 within his two runs for the US Senate (from 1.94M votes in 2018 to 2.64M votes in 2020). Audience modeling produced by A2P now serves as a template for future campaigns in Michigan, including James’ potential 2022 Gubernatorial effort. Larger portions of the electorate are aware of James’ policy objectives, and A2P is continuing the work of identifying future voter segments to activate in support of James.

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Chip Neiman

Overview

During his run for the Wyoming House of Representative, Chip Neiman hired A2P to manage the digital strategy for his insurgency campaign in the GOP primary. Up against fierce competition, his opponent was a four term incumbent, the majority whip in the WY House of Representatives, and had defeated his last primary opponent with 70% of the vote. Understandably, Neiman was considered the underdog and would need an innovative and multifaceted campaign to beat the odds and unseat the incumbent.

The Solution

A2P identified key issues within the district electorate, modeling those issues within demographic profiles and building out a digital presence to showcase Neiman as a clear-eyed, local solution for the district. This compared well to his opponent whom many voters reported seeing more on TV in the state capitol than visiting with his constituents. In addition to delivering on the digital strategy, the A2P team bolstered Neiman’s efforts by helping prepare the candidate for debates, reinforcing field efforts, and worked alongside the campaign’s print outreach to ensure all voters were reached by Neiman’s message. Through a combination of display, search engine, social media, and text message advertising, A2P created multiple opportunities for district voters to engage Neiman on the issues they cared about most.

The Impact

Despite his primary opponent’s massive budget, statewide party leadership support, and celebrity endorsements, Neiman won the election by six percentage points, securing a 53% to 47% win in the primary, and recording a landslide 91% victory in the general election.

Social Media

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