City Council Referendum Campaign Case Study

Media Services Provided

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.