A two-phase advocacy campaign built to move with a fast-changing political movement
Role: Creative Director, Designer, Writer
Role: Creative Director, Designer, Writer
THE CHALLENGE
A politically charged, time-sensitive, omni-channel advocacy campaign effort anchored by a microsite that had to function as three things at once: an educational resource, a real-time news source, and an action platform, all while the underlying political situation kept shifting under it.
OMNI-CHANNEL CAMPAIGN
Deliverables included a microsite, paid social ads (Meta, X, Reddit), YouTube ads, OTT, CTV, programmatic display and rich media ads, streaming radio, event flyers, LED billboard trucks, DOOH, native ads, local newspaper ads, and organic social.
All of the creative was built in two stages and intentionally bold and loud to stop the scroll and was continuously optimized against real engagement data as the situation evolved.
PHASE ONE
The first phase targeted a narrow, directly-affected audience (first responders and state workers) leading with real, visceral data tied to their own pensions and cost of living, paired with relatable, deliberate imagery and built-in advocacy tools. The arc was deliberate: education becomes anger, anger becomes action.
sampling of Reddit paid ads
Spotify radio spot for general NJ taxpayers audience
Spotify radio spot for NJ union audience
Spotify radio spot for NJ black business owners audience
Spotify radio spot for NJ black families audience
PHASE TWO
The second phase broadened to the general NJ taxpayer base as the issue scaled. The tone shifted from informational to movement, with louder visuals, higher political energy, and a steady stream of real-time updates and new creative to keep pace with a story that was changing by the week.
photos of LED billboard trucks outside of key political events
sampling of Meta, X, and LinkedIn paid ads
mobile rich media interstitial ad
mobile rich media interstitial ad
CTV video & countdown overlay (leading up to NJ election)
RESULTS
The campaign that ran for 6 months scaled from a hyper-targeted micro-site to a statewide movement spanning 18 strategic channels. We didn't just drive engagement...this was a case study in creative strategy directly moving public sentiment. It was built on continuous optimization, real-time content updates, and bold, scroll-stopping design across every channel.
• 45.9 million impressions
• 284,000 website clicks
• 80,000 active & new users
• 86-98.9% video completion rate across CTV/OTT
• 3,216 engagement actions (exceptionally high for a targeted political awareness campaign)
• Governor approval dropped 42% -> 35% over the course of the campaign