Awareness Campaign Reaches Over 98,000 Residents
Empowering People to Act With Programmatic
The Woodlands Township, located in Texas, was at risk of incorporation as a city. It was up to the local residents to vote and dictate the future of their township. Enter Bullhorn Communications, who were tasked to deliver an awareness message to over 98,000 residents (83% of the addressable market). Their programmatic campaign was successful. Through awareness building, the campaign contributed to the rejection of the incorporation proposal.
Solutions Used
Finding the Right Programmatic Channel
The favour was in the opposition’s party, so Bullhorn Communications needed to sway the opinion of The Woodlands Township. To do this, they created a programmatic strategy that maximized reach, influence, and awareness. Here’s their strategy:
Video and CTV
Ran video and CTV ads in a variety of lengths, including 6, 15, and 30 seconds across smartphone, tablet, CTV devices, and desktop.
Targeting
Used demographic data segments to narrow the target audience, as well as StackAdapt’s 3rd-party catalogue to target users likely to vote.
Frequency Cap
Used a frequency cap of 4 impressions every 10 days per channel to ensure ads reached the right audience without reducing effectiveness.
Bullhorn’s Messaging Reached 83% of Their Target Market
Bullhorn Communications put their budget to work and drove a meaningful movement within The Woodlands township. The campaign successfully influenced the rejection of the ballot initiative on an outstanding 2-to-1 margin. Directly correlating to the launch of their video and CTV ads, the ballot test moved 21 points overall, from 43% to 64%.
Impressions
988,000
Unique Reach
98,000
Lifetime Frequency
10
VCR
10%
CTV Video Completion Rate
98%
Ryan Horn
President
Bullhorn Communications
