Panel: Reshuffling the Data Deck: Campaigning After Digital Depreciation
As the major digital platforms enforced new policy restrictions on segmentation, targeting and reporting, much of the political toolbox was emptied or dulled. So where did the money and attention go? Without the nano-targeting and tracking media buyers relied on in recent cycles, or even simple open rate reporting, how did campaigns reshuffle their digital strategy? Our opening panel engages the overarching challenge faced by all campaigns this cycle - restrictive new data and reporting policies. Did political marketers find reliable alternatives or solutions?
Fireside Chat: The West Wing's Young Voter Playbook
Why did the 79-year-old President of the Unites States host youthful TikTok content creators at the White House? And did this kind of outreach to young voters where they live on emerging social channels pay off? White House Digital Director Rob Flaherty shares insights from this and the White House's efforts last cycle to sell and leverage the President's agenda to support the Democratic slates.
Panel: We Want Our CTV!: Reassembling Fragmented TV
Connected TV became a key component of every campaign's video spend in 2022. But it was a fragmented landscape of many AVOD options, YouTube's cross-screen coverage, and limited measurement. We know that money gushed into CTV, but was there any innovation here? How did campaigns choose among the providers, retrieve the lost reach of linear, leverage targeting effectively, or even have the confidence they were moving the needle with all of this money?
Bill Redding, Senior Vice President, Digital and Targeting Director, The New Media Firm
11:50 AM ET
Campaign Case Study: Report from the Raffensperger Info Wars: Battling Misinformation
After achieving notoriety standing fast against election meddling in 2020, Georgia Secretary of State Brad Raffensperger spent the last cycle battling misinformation both from within and outside of his own party. Deputy Sec. of State and Chief of Staff Jordan Fuchs explains how they created a rapid response team to respond to viral misinformation within 24 hours with TV quality creative. She will also cover how they used polling to find and feed the channels where their voters were consuming their news outside of traditional channels.
As compelling and absorbing for users, especially younger ones, as it is controversial among policy makers, TikTok witnessed some of the most creative uses of media last cycle. But did it matter? How did TikTok impact recognition, persuasion, GOTV? How did campaigns rise to the challenge to connect with younger voters and create an authentic voice? And how do you stay true both to the ethos of the platform and the principles of your candidate? The DGA is one of the largest Democratic political accounts on TikTok. They’ll highlight the best uses of TikTok from recent campaigns and will set expectations for what TikTok can and can't do.
Case Study: Scaling Authenticity: Fetterman for Senate
No candidate this cycle brought such native mastery, authority and authenticity to social channels than Pennsylvania Senatorial candidate John Fetterman. But how does that talent scale into a full state campaign operation, rapid response to attacks and opportunities, and a massive partner program that helped fund campaigns across the country? Fetterman digital director Sophie Ota explains how they built a social infrastructure around one man's resonant voice that could scale into a real-time 24/7 messaging machine.
Sophie Ota, Digital Director, Fetterman for Pennsylvania
2:15 PM ET
Panel: Off the Hook: P2P, Mobile Messaging and the New Door Knocking
From rebroadcasting ad drops via MMS to integrating SMS with door knocking to massive P2P GOTV outreach, the mobile phone became the Swiss Army knife of 2022 campaigns. Both parties share some of their more imaginative and innovative uses of the handheld screen and text channel. How did they use P2P messaging to amplify both online and offline efforts most effectively? How much measurement and optimization were possible here? And what happens to P2P if EU-style regulation breaks up the mobile party?
Maddison Stewart, Deputy Political Director, Republican State Leadership Committee
2:45 PM ET
Coffee & Networking Break
3:10 PM ET
Case Study: Brian Kemp for Governor: Going National
Without the full-throated support from within its own party, the Georgia Governor chose to go national in its fundraising efforts and create its own national campaign committee. In the process, campaign manager Bobby Saparow argues, the campaign rewrote the Republican playbook for building and leveraging data, targeting new voter pockets, and building a registration drive and ground game from the bottom up.
Campaign Case Study: Shapiro for Governor: Where are the Persuadable Voters?
In the most purple of purple states, conventional wisdom holds that Pennsylvanians’ geography determines their politics. The Shapiro campaign threw out that old map. As media and digital consultants Roy Temple and Nathan Nye explain, the campaign used extensive research and data analysis to identify areas with a higher density of historical ticket splitters. And then served them a message laser-targeted to cut through the noise. It allowed them to invest more heavily in digital persuasion, run non-traditional Democratic messaging and outperform 2022 in key Republican strongholds.
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