Pro-Clinton groups EMILY’s List and Priorities USA PAC launched native ads on BuzzFeed this week targeting millennial women.
Younger women, a demographic with which Donald Trump trails heavily, will have a key role to play in this election, as turnout for Democrats among that demographic becomes increasingly significant.
“Younger women in particular are motivated to turn out and vote when they understand what’s at stake in the election regarding their issues and values,” deputy executive director of EMILY’s List Denise Feriozzi told The Washington Post. “There’s no bigger demonstration of that than Donald Trump’s statements.”
The newly released native advertising posts on BuzzFeed, funded in part by a $20 million spend between Priorities USA and EMILY’s List, detail unsavory comments Donald Trump has made about women.
One of the posts, “Hey Ladies: What does Donald Trump want you to do?” is a satirical quiz with questions such as: “So, are you a young and beautiful piece of ass?” and “Do Donald Trump’s tiny hands bother you?”
Results at the end of the quiz vary, but they all contain the same last phrase: “We can’t afford a president who behaves that way. So make sure to shut down the most racist, sexist, hateful candidate of our lifetime.”
Another post reveals “16 Lovely Greeting Cards Featuring Donald Trump Quotes,” readdressing extremely questionable quotes attributed to the Republican nominee for president.
Clearly labeled as sponsored content, the pro-Clinton partnership’s posts are another iteration of anti-Trump advertising. This type of messaging, meant for a younger generation, pinpoints where the target audience can be found and is disseminated through BuzzFeed-like content.
The success of the campaign is difficult to measure without internal tracking data, but from the nine comments on the quiz post, the engagement doesn’t feel strong. That's also true, so far, on the greeting cards post, where only two lonely comments appear at the bottom of the page, one reads: “I’m a Hillary person, but this is stupid. You can do better than this.”
They probably can — and likely will going forward.
This attempt at native political advertising may look and read like poorly made BuzzFeed posts, but the approach is in the right direction. Pro-Clinton groups need to drill into their potential supporters the image of a Trump presidency. His deeply disturbing comments about women is an illustrative place to start.