Context:
In the 2000 presidential campaign, Al Gore took a beating in the “post-debate spin” perception game. Democrats were determined to win the spin war in 2004.
Our Work:
MSHC Partners worked with the DNC to construct a banner ad campaign to shape and win the post-debate spin. We designed and placed ads that would begin running on the home page of every major news outlet site in the 16 targeted states as soon as the debate finished. These ads were designed to cement the perception that Kerry finished the debate strong and was ready to lead the country.
Results:
We commissioned a study to determine the effectiveness of the ads. The research showed that voters exposed to the ads were more likely to think Kerry won the debate and to associate positive messages with Kerry. |
