Digital Door-Knocking for Governor Andy Beshear

The Challenge

Our mission was to bolster Governor Andy Beshear’s re-election campaign by harnessing the power of genuine online narratives from everyday Kentuckians.
In order to accomplish this we engaged two crucial audience segments: the harder-to-reach “Red to Pink” audiences representing those outside the traditional liberal sphere as well as the traditionally Democratic GOTV Kentucky “Persuade to Mobilize” audiences.
By collaborating across audiences we were able to craft a well rounded outreach campaign that demonstrated real community support for Governor Beshear.

Our Response

Generating messages Moderate voters by focusing on the governor’s history of bipartisan policy-making, job creation, and disaster relief.
Focus on the impacts he has made for young moderates by collaborating with college athletes.
Rallying our base by activating Young Black voters to share their support based on the governor’s commitment to voting rights and abortion protection.
Here are some of our favorite posts:

Results

Comments inspired by our creators posts drove a positivity rate of 68%
Young, female messengers outperformed others with engagement rates averaging 7.8%

32

pieces of content

239,322

total engagements

5.75%

average engagement rate across organic posts

653,963

reach

Case Study