Russ Goodman for DA

The Client

With 12 years of experience in both criminal defense and prosecution of criminal cases, including an Assistant District Attorney role, Russ Goodman was prepared to become the new District Attorney for Houston and Henry Counties in Alabama. Although qualified, Russ Goodman fought an uphill battle to unseat an incumbent District Attorney.

The Project Scope

Russ Goodman for DA requested that Data Street create a strategic digital marketing campaign that would complement the other traditional marketing efforts for his Primary Election Campaign held in May 2022. Data Street constructed a bifurcated digital marketing strategy that combined social media advertising and Targeted Display Advertising. When election results rolled in, Russ Goodman was elected DA, defeating the long-time incumbent.

Targeted Display and Video Advertising

Targeted Display and Video was an instrumental tool of this digital campaign, because with the targeting tactics available, we were able to target republican voters in the relevant district.  In order to identify republican voters, we used mined data as well as a Voter List from the previous District Election to device match with republican voters in Henry and Houston Counties, AL.  This hyper-targeting allowed us to most cost-effectively designate the digital budget where it had the most impact.  Our design team created dynamic Targeted Display ads and edited a :30 spot produced by another agency to create a :15 video to use for the Targeted Video arm of the campaign.  Due to the ability to hyper-target the most relevant audience, the click-through and completion rates were both well above industry standards.

Social Media

Implementing a paid political social campaign on Facebook and Instagram requires a tedious verification and disclaimer process. Data Street created a static image ad as well as editing :30 spot produced by another agency to create a :15 video. The static image and video options gave us the perfect opportunity to implement A/B testing for this political social campaign. Due to Facebook/Instagram’s restrictions on targeting for political advertising, our audience was broad but still within Henry and Houston Counties, Alabama. Through that A/B testing, we quickly saw that the video ad received much more reach and engagements, as predicted. In the final days leading up to the election, we boosted two additional posts to heavy up on the social aspect of the campaign. The results showed a combined reach of over 10,000 people and more than 7,000 engagements.

Summary

Our team enjoyed creating digital ads and strategy that aided in a victory for the newly-elected District Attorney of Henry and Houston Counties, AL.