Introducing Relay™: Smart links for text messaging, powered by Wonder Cave and Rebrandly. Learn More Introducing Relay™: Smart links for text messaging, powered by Wonder Cave and Rebrandly. Learn MoreThe Senator’s campaign, in partnership with their third party digital agency, turned to text-messaging because of the personal form of contact, the potential to reach further supporters, the increased engagement rate, and the speed of deployment. Wonder Cave provided the agency with a text-messaging platform that could meet these objectives.
The Senator was in a closely contested race as an incumbent, which required the campaign to think quickly and leverage its digital budget creatively towards any advantage against a challenger who had gained traction during the early stages of the election cycle.
Ahead of the election, the Senator’s campaign had used text-messaging at a limited capacity to lay their foundational message to supporters. During the month run up to the election, the campaign turned to texting as the main vehicle to implement the Senator’s Minority Outreach Program, which focused on the message of creating opportunity for all citizens across the state.
The campaign partnered with their digital agency to model contact/voter data and craft issues-based copy around the importance and effectiveness of the program to then be quickly activated over text.
Text-message sends were then deployed to targeted audiences to help drive the key initiatives of this program across areas of the state that had not previously polled well and/or been contacted via other digital advertising methods. (For example: areas where television ads had not been run).
The result was an effective combination of issues-based persuasion and voter mobilization (GOTV).
Increased voter turnout was seen in the three major counties of the state where texting was deployed. This strategy propelled the Senator to a successful reelection in November.
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