CASE STUDY
How HeadCount used location marketing to drive voter registration
HeadCount, a non-partisan organization, is focused on making civic participation easy and fun. Ahead of the midterm elections, HeadCount and their agency partner, Crossmedia, teamed up with GroundTruth to power their mobile efforts in driving awareness among youths 18+ and encouraging voter registration. By leveraging location marketing, HeadCount was able to reach their intended audience and get them on the path to registration with one click.
Evelyn Aguilera
Sr. Director, Brand Strategy
Our location solutions.
Location Targeting based on proximity to college campuses helped HeadCount reach a pool of young adults and potential new voters. Clear and concise messaging shed light on a previously intimidating process, getting potential first-time voters to take action.
Location Targeting of State DMAs (Designated Market Area) allowed HeadCount to focus on battleground states where every vote could make a difference, thus incentivizing and empowering voters to get registered.
Products Used:
Real results.
Case Study /HeadCount
6,100 potential voters were driven to HeadCount’s site where their journey began.
During the course of the campaign, Texas proved to be a top performing market, driving 20% of total clicks. This year, Texas had one of the tightest races with a margin of only 200k voters. In scenarios like this, every registration and subsequent vote was crucial which highlights the opportunity for organizations like HeadCount to impact political participation.
1 K
Clicks
1 K
Mobile users reached
American democracy cannot work unless all Americans, especially us young Americans, vote. And the best way to reach us is where we are – on our phones. GroundTruth’s work targeting young Americans made sure HeadCount’s message reached and inspired first-time voters. 2018 saw the highest youth voter turnout rate for a midterm in my lifetime. And the thousands of voters GroundTruth helped us reach were a big part of that story.