Not your average opportunity

Lori Lightfoot was the underdog of all underdogs for this election. The first openly lesbian candidate to run for mayor of Chicago, she was also being outspent by opponents nearly 6:1 on TV ads. By the end of the first election round, her campaign only had 3.5% of all ads airing.

The team needed a smart way to cut through the noise of the other candidates, and use new technologies and big data to their advantage.

Not your average solutions

We decided to take the imbalance in TV spend and use it to benefit the Lightfoot campaign.

TV data

We used 1:1 TV data to identify and segment online voter audiences that were exposed to ads from both Lightfoot and opponents’ ads, so we could follow up with digital ads promoting the campaign’s key messages.

TV retargeting

We also used 1:1 TV retargeting to reach users who had seen her opponents’ ads with display and pre-roll video to make sure the Lightfoot campaign stayed top-of-mind, even when they were seeing opposing ads.

Not your average outcomes

• Lori Lightfoot won the Chicago mayoral election in a 76%-24% landslide, becoming the first openly-gay African-American woman to be elected mayor of any major US city.