Toward the end of 2011 I started to consider my path in advertising. I was getting a little restless and I felt I needed a change. I needed to try something new. Being in Chicago, and being a huge Obama supporter in 2008, I decided to throw my hat in the ring to see if the campaign could use my skill set. They could, and they did. I was hired as the Lead Interactive designer on a team of brilliant young people. Their passion and smarts were second to none, and I had an immediate new family. It was scary at first, with so much at stake, and being constantly measured by intricate analytics. Everything had to preform, everything had to succeed. There was no room for error, and this was a zero fail operation. Any minute mistake or gaffe we could potential make was immediately picked up by the media, and joked about on late night TV. (Luckily, we didn’t mess up anything that bad.) Our advanced media buying and analytics team could pin point down to really customize our messaging toward the specific demographic we wanted.
Our digital advertising work was separated into about 4 categories.
List building – Fundraising and email acquisitions
Persuasion – Getting the presidents messaging across, and educating the electorate on his issues and positions
Contrast - Showing the policy differences between the two candidates
Rapid response – quick reactions to opposing accusations
And GOTV – getting out the vote.
Aflac - SiteSeller
OBAMA FOR AMERICA: January - LIST BUILDING
In January, we didn’t have an opposing candidate yet. So our goal in the beginning was to secure a solid fundraising base. The campaign ran a lot of successful contests where winners could enter for a chance to win private events with The Obamas (for a very low donation amount). Birthdays and Anniversary cards worked well for us to get and we also had our merchandise store to promote. We had constant stream of analytics telling us which versions of button color, calls to action, preformed the best. We were creating our winning formula early on.