Identifying, targeting, and messaging to a neglected voting block
The Asian American Pacific Islander (AAPI) voter outreach is uniquely difficult because of the sheer number of languages AAPI voters speak. That’s why APIA Vote, a non-profit AAPI turnout organization, wanted to use digital targeting to fill the resource void and help AAPI voters not only get to the polls, but also receive voter suppression support in the languages they speak.
Our goal was to leverage social and search ads to help as many AAPI voters who were either turned away at the polls, were seeking voting resources, or needed help voting either in-person or via absentee ballot — in their primary language.
In order to combat AAPI voter suppression for those voters who don’t speak English as their primary language, we launched a strategic ad campaign that directed AAPI voters to a hotline that offered voting assistance in nine different languages.
Over the course of the campaign, we used 105 voting-related search terms in English and eight different Asian languages including Mandarin, Cantonese, Korean, Vietnamese, Urdu, Bengali, Tagalog, and Hindi.
At the end of our campaign, our search ads directed over 25,000 AAPI voters (whose primary language was not English) to APIA Vote’s hotline and reached over 600,000 voters on Facebook. What was of particular note, was that while our English search ads had an exceptional click- through rate (CTR) of 4.99%, our in-language ads had an unprecedented 26% CTR. We layered these ads with social and SMS outreach in 35 districts and saw historic AAPI turnout in 2018.
- Digital Advertising
- Social Media