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City Council Referendum Campaign Case Study

Campaign Objective

Create awareness and educate voters on a City Council Referendum.

The Challenge

In the lead-up to the August 2020 election, the City of Miami Gardens faced the pivotal task of informing its electorate about a critical amendment regarding City Council salaries. The amendment, known as Resolution No. 2019-216-3345, proposed allowing City Council members to set their own salaries and secure them for five-year periods. The challenge was to ensure that voters were not only aware of the referendum but also understood its implications thoroughly to make an informed decision. Amid a landscape of information overload and varying public opinions, the campaign needed to break through the noise and effectively reach and educate the City of Miami Gardens’ diverse voter base within a concise time frame.

Media Services Provided

Programmatic Display

Programmatic Videos

Paid Social Media

Our Approach

For the City of Miami Gardens’ crucial referendum regarding City Council salaries, GAROI Media crafted a comprehensive and targeted campaign designed to inform and educate the local electorate. Understanding the importance of voter awareness for informed decision-making, our strategy encompassed an integrated mix of programmatic display and video ads, supplemented by a robust paid social media component.

We allocated a budget strategically across display and social platforms to optimize reach and frequency, ensuring that our message penetrated the most relevant segments of the community. By leveraging geo-targeting and demographic data, we focused our efforts specifically on Miami Gardens residents aged 18 and above, excluding surrounding areas to maintain precision in our messaging.

Creative execution played a significant role, with static banner ads for programmatic display and a combination of static image and video ads for social platforms like Facebook and Instagram. These creatives were designed to be clear and engaging, encouraging voters to understand the implications of Resolution No. 2019-216-3345. By managing ad serving frequency and limiting audience overlap, we aimed to maximize ad recall while avoiding voter fatigue.

Overall, our approach was designed not just to increase visibility but also to educate and empower the voters of Miami Gardens, enabling them to make an informed decision about an issue that would directly impact their community’s governance.

Impact

The City of Miami Gardens referendum campaign, conducted by GAROI Media, marked considerable achievements in public engagement and information dissemination. The initiative accumulated over 2.2 million impressions and achieved 1,714 clicks, showcasing an effective reach within the community. This strategic push enabled the campaign to connect with a broad segment of the electorate, as evidenced by the substantial click numbers.

Particularly noteworthy was the campaign’s video engagement, which alone produced 398,377 impressions and 127 clicks, demonstrating the compelling nature of the video content. This segment played a crucial role in the overall strategy, especially with a significant 25% view rate for News/Politics content and an impressive average YouTube view rate of 31.9%, highlighting the quality and relevance of the messaging.

These concerted efforts effectively raised awareness and educated the voters of Miami Gardens on the City Council referendum, with the resolution passing by a decisive 65% margin. The campaign not only elevated the public’s understanding of the issues at hand but also showcased the power of targeted digital outreach in mobilizing community action and participation.

The Results

Programmatic Display & Video Ads

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Impressions

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Clicks

The Results

Video Engagement (Overall)

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Impressions

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Clicks

The Results

Video Engagement (View Rate)

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View Rate

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YouTube View Rate

Return On Investment

The residents voted in favor of the
city council referendum, and it passed by a margin of 65%

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