Focus on Marty Walsh: Boston’s First Competitive Mayor’s Race in 20 Years
Bully Pulpit Interactive joined the Marty Walsh for Mayor campaign on Day One, overseeing the campaign’s online communications and fundraising efforts. From the mass email program to social graphics, digital rapid response to online advertising, we helped the state representative from Dorchester distinguish himself online during a crowded 12-person preliminary, and reach key persuadable audiences during his underdog general election campaign.
- Efficient Digital Spending Drove High Returns at Low Cost: A Boston mayoral campaign just doesn’t have budget for splashy homepage takeovers on the city’s biggest websites. Instead of wasting lots of money blanketing ads on websites read by people in Cambridge, Newton and Brookline – people who couldn’t vote in the mayoral election — BPI carefully constructed a media plan that targeted people, not websites. With voter file-matching technology and partnerships with leading ad networks, we could reach only the most important voters with messages that were targeted to them. If you live in Boston and didn’t see our ads, it’s likely because we determined you were a “1” or a “5.”
- Surrogates Drove Online Message Beyond Walsh Base: Marty Walsh’s numerous endorsements after the preliminary election were key to expanding the campaign’s ground game – and they were also key to expanding our online outreach program. We used social, display, and video/pre-roll advertising featuring our surrogates to specifically target their fans — and model for similar supporters across geographic and demographic lines.
- When you can’t beat them, join them: Simply put, the City of Boston was distracted during the month of October with the Red Sox winning the World Series. Rather than try to compete with Red Sox Nation, we joined the conversation on Facebook and Twitter – creating fun social graphics, targeted ads, enthusiastic animated gifs about Marty.