Case Study: A Digital Strategy that Earned National Recognition

A strategic approach to energizing voters and establishing a strong campaign presence

When Hess for Oregon launched a bid for city mayor, the campaign faced an uphill battle—competing against two sitting city councilors and overcoming voter apathy in a midterm election. As a relatively new creative agency, our challenge was to develop a compelling digital strategy that would elevate our client’s presence, engage the community, and drive voter interest. Through bold branding, a dynamic website, strategic social media outreach, and high-impact digital marketing, we not only expanded the campaign’s reach but also earned national recognition as a Reed Award finalist—an extraordinary achievement for a losing campaign and a testament to the power of effective digital storytelling.

The Challenge

In a midterm election marked by voter apathy, our client, an entrepreneur and cybersecurity expert, faced an uphill battle against two sitting city councilors. One opponent, a strong contender aiming to become the city’s first elected female mayor, had a compelling narrative that resonated with voters. Our challenge was to differentiate our candidate, increase voter engagement, and generate excitement in a largely disengaged electorate.

Our Approach

To cut through the noise and connect with voters, we developed a comprehensive digital-first strategy that leveraged branding, web development, social media, targeted advertising, and video content.

• Branding Refresh– We modernized our client’s existing brand while maintaining familiarity from his previous gubernatorial run. The updated identity balanced trustworthiness with approachability, ensuring strong visual recognition.
• Website Development – Understanding the importance of a seamless digital experience, we built a mobile-first, user-friendly website that effectively communicated our client’s platform and provided clear calls to action for voter engagement.
• Social Media Engagement – We maintained a strong presence on Facebook, Instagram, Twitter, and TikTok, fostering a sense of community through interactive content, Q&A sessions, and strategic messaging that built trust with voters.
• Targeted Digital Advertising – Leveraging Facebook, Instagram, and Google Ad platforms, we crafted highly engaging and visually compelling ads to maximize reach, brand awareness, and voter turnout efforts.
• Video Content Strategy – Knowing that video was crucial for engagement, we developed a series of campaign announcement videos, policy explainers, and behind-the-scenes content to showcase our client’s personality and platform in a memorable way.

The Results

Despite the election outcome, our strategic execution delivered exceptional engagement and digital outreach results, leading to national recognition as a Reed Award Finalist—a significant feat for a losing campaign under a new creative agency.

• Website Performance:
  • 13,000 visitors & 17,000 page views, demonstrating strong interest in our client’s platform.
  • Mobile-first design ensured a seamless and accessible user experience.
• Social Media Impact:
  • 450,000+ impressions across Facebook, Instagram, Twitter, and TikTok.
  • Community engagement surged through interactive content and direct voter interaction.
• Digital Advertising & Video Engagement:
  • 972,000+ impressions from Google Display Ads in just three months.
  • 8,000+ Google Search ad impressions with a 12.7% CTR—well above industry averages.
  • YouTube ads garnered nearly 35,000 impressions with a 34% view rate, indicating high viewer interest.

While the campaign did not result in a victory at the ballot box, it redefined digital political outreach in a traditionally disengaged electorate. By leveraging creative storytelling, data-driven marketing, and strategic brand positioning, we successfully boosted engagement, increased awareness, and left a lasting impact. The Reed Award Finalist recognition further validated the strength of our approach, proving that even in a losing race, an innovative digital strategy can set new standards for political campaigns.