AGC of America, through its Construction Advocacy Fund, invested $250,000 into digital advocacy campaign to encourage Georgia voters to elect U.S. Senators Kelly Loeffler and David Perdue in an effort to keep the misleadingly named Protecting the Right to Organize (PRO) Act from becoming law.
Without Senators Loeffler and Perdue in the U.S. Senate, Chuck Schumer would have the power as majority leader to pass the PRO Act with Kamala Harris casting the deciding vote in the 50-50 chamber as vice president. House Speaker Nancy Pelosi already passed the bill once in 2020 and will do so again as President-elect Joe Biden committed to signing it into law. As such, the Fund initiated this campaign because the PRO Act would be only two Senate votes away from becoming law next year.
As you may know, the PRO Act would make vast, transformational changes to labor laws and upset the delicate balance of rights and restrictions established over decades by the National Labor Relations Board, courts, and Congress. While its title – “Protecting the Right to Organize” – solely references union organizing, the PRO Act does not just address union organizing, it goes much, much further, and if enacted will have serious consequences for union and open-shop contractors in the construction industry.
Though the electoral outcome was not what the association hoped for, the campaign itself performed very well and surpassed nearly every benchmark set at the start. The campaign launched on December 10, 2020 and ran until the election on January 5, 2021. It obtained the following results:
- Digital placements targeted users in Georgia viewing Live Sports channels and events. Additional targeting overlays were incorporated to prioritize reaching industry professionals and influencers throughout the state. More than3 million impressions were served, reaching 86,000 unique users at an average frequency of 35. The goal frequency for this campaign was 30.
- More than 2.8 million video views resulted with an average completion rate of 82 percent. The average completion rate was bolstered by the use of non-skippable inventory via Connected TV providers like Roku and Vizio. Just over 3,200 clicks were driven to the landing page at an average cost-per-click of $5.79. The highest trafficked sites and apps amongst the Live Sports inventory included Pluto, Roku, Vizio, CNN, and Yahoo Sports.
- Two video creatives ran throughout the flight: “Ballot” and “Game Plan.” The “Game Plan” creative drove the higher completion rate of 83%, compared to 79% for the “Ballot” creative. Additionally, the “Game Plan” creative drove the highest amount of traffic with 1,930 clicks compared to “Ballot” with 1,300 clicks.
- In addition to the advertising placements detailed above, the campaign completed a peer-to-peer texting program to our target audience. Four deployments were completed, resulting in 307,553 individual sends, 26,698 replies, and 10,828 clicks to the georgiadecision.com microsite.