When Jennifer Bacon announced her campaign for Denver Public Schools Board of Education, she faced immense challenges. School closures in her district, a well-financed incumbent and a young press-garnering third opponent.
But, Ms. Bacon had deep experience and conviction. We worked with Ms. Bacon and her campaign to show voters her experience as a teacher, administrator, education policy analyst and lawyer. Our sophisticated content calendar, also spotlighted her former pupils' and colleagues' support through #TestimonialTuesday.
Early social media development, allowed Ms. Bacon to pick up critical endorsements and financial support from groups like the Denver Classroom Teachers Association.
Her strong content, including a 70,000 view "About Jen" video led to key endorsements from Mayor Michael Hancock, Senator Angela Williams, and Councilman Albus Brooks. In the final week of the campaign Effct handled the majority of the large paid social media campaign. We A/B tested new videos, and reallocated resources based on the better performer. In total, the whole campaign reached 100,000 people, raking up over 400,000 impressions. All of these individuals were highly targeted based on their voting history, educational philosophy, and overall likelihood to support our candidate.
Election Day our strategy paid off... big time. Jennifer Bacon won by a landslide -- almost 9% of the vote. The people of Denver, it turned out, love Bacon.