So they came to DBT knowing they needed to energize Latino voters around these candidates and get them to the polls. Somos Votantes needed a partner who understood that the larger Latino community is composed of several diasporas — and could create ad campaigns that took those considerations into account.
The DBT team recognizes the rich and inherent diversity of these Latino communities, and reflects that diversity as well, so we were able to effectively meet this challenge and use authentic storytelling to reach the intended audiences.
To meet Somos Votantes’ need to talk authentically to varied Latino communities, our data team worked with voter registration data and polling information to identify the top Latino diasporas in specific zip codes of both North Carolina and Georgia to inform our audience targeting for digital advertising.
Our creative for the GOTV ads focused on key familia values as a point of connection with images and language reflecting how we gather, how we take care of our elders, and how our hard work is the backbone of our economy. From there we pivoted to the logical next step: Pointing out that we need leaders who will respect and fight for those values — but that it won’t happen if we don’t show up at the polls. We also wove in ad creative that highlighted the power of Latino voices coming together to create real, lasting change.
In total, our GOTV campaigns delivered 16.3 million impressions with 7.9 million impressions served in North Carolina and 8.4 million served in Georgia. Additionally, we saw 9,719 users visit the North Carolina website and 9,290 visit the Georgia website during the campaign timeframe.
Our partnership with Somos extended to strong persuasion campaigns in Georgia and North Carolina’s Senate races, too.
Research and polling consistently showed that the number one issue Latino voters were focused on during this cycle was the economy. So in every piece of creative we put out, we talked about economic issues to align with Somos’ winning jobs narrative. In one week, this campaign served over 6.3 million impressions with 3.19 million coming from North Carolina and 3.17 million coming from Georgia.
In the end, we were able to help push messaging out to Latinos across Georgia – a state where 39,000 new Latino voters exercised their right to vote in 2022 – helping Sen. Warnock secure a victory and keep Georgia blue.