Background

In a hotly contested Ohio state legislative race, Kinetic supported Patricia Goetz, a respected child psychiatrist and Hudson resident, as she emerged as the nominee for Ohio State Senate District 27 in 2022. Her opponent, the author of Ohio’s stringent six-week abortion law, gained significant attention following the overturning of Roe v. Wade. Recognizing the importance of a strong online presence, Patricia made a substantial investment in an innovative digital program that aimed to raise funds and strategically engage with voters. Kinetic, serving as a partner for online fundraising, strategic communications, and persuasion/ mobilization advertising, played a pivotal role in shaping the campaign’s digital strategy.

Approach

Kinetic collaborated closely with the campaign to craft a hard-hitting online strategy that effectively contrasted Patricia’s platform with her opponent’s positions through video and animations. Our team expertly managed the media planning and buying process, ensuring comprehensive coverage across various digital channels. We strategically deployed ads on platforms such as Meta, Google, CTV, OTT, display, and YouTube to maximize reach and impact.

Result

The campaign’s significant six-figure investment in online advertising yielded impressive results. Our paid program garnered 3.7 million impressions across channels. On Meta platforms, our average total frequency was 10.69, on programmatic our CPM was $37.42 and average total frequency was 12.92, and on Youtube we saw a CPM of $22.90. By investing in a¬†targeted paid program, Patricia was able to effectively communicate her message to likely voters in the district. Despite being outspent by a ratio of 3:1, Patricia’s campaign achieved an outcome that defied expectations. She narrowly lost by fewer than two percentage points, demonstrating remarkable strength and securing more votes in the district than the top-of-the-ballot candidates.