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Political & advocacy
Cogswell for Mayor
2023 Charleston mayoral election
The problem
William Cogswell was running against a two-term incumbent. The campaign had first-party supporter lists that needed turning into turnout, and a message that had to reach well beyond those lists to voters who had no reason to know him yet.
What we did
A multi-channel build across Meta, OTT and CTV, YouTube, Google Search, programmatic display and SMS. Cogswell’s own supporter lists drove the addressable layer; everything else ran as sequential messaging — awareness among likely voters first, then retargeting with endorsements, articles, personal stories and events, then activation through direct calls to action and personalised text messaging. Creative was built with the campaign’s own team, and the whole thing was re-optimised against live analytics throughout.
The result
Cogswell won. 7,773,775 impressions and 36,426 clicks across the flight, with 2,893,776 video views watched to completion out of 5,324,725 video engagements — a completion rate the deck does not state but which the two figures imply.
- Meta
- OTT & CTV
- YouTube
- Google Search
- Programmatic
- SMS
- First-party data
Vertical Public Sector & Advocacy