Using Data & Behavioral Insights to Build Policy Support
The Challenge
As Congress worked to negotiate the terms of the historic Infrastructure Bill,
The Solution
VOX Global and Lumina executed a 3-step digital advertising campaign focused on highly influential members of the Senate,
including swing voters, legislators who consistently rank as some of the most bipartisan members of Congress, and relevant committee members.
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To inform the campaign, we conducted a narrative analysis
to understand how online audiences were talking about the Infrastructure Bill – and if there were opportunities for Lumina to lead the conversation around higher ed.
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Then, we served paid Facebook ads to highly engaged Lumina audiences
about the importance of investing in education beyond high school as a strategy for economic recovery and growth. Engagements with these ads created the social proof that policymakers needed to give them political cover for supporting higher education’s inclusion in the infrastructure talks.
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Finally, using robust data acquired through publicly available online sources,
programmatic connections to public data bases, and licensed access to third-party proprietary datasets, we served the same ads to federal policymakers and their most trusted contacts – the people in their “Wheel of Influence” who have their ear and influence the way they think and behave.
The Results
The “social proof” phase of the campaign earned more than 26,000 engagements and an engagement rate of 4.94% - nearly a 50% increase on Lumina’s 2021 Facebook engagement rate average.
Phase 2 of the campaign earned nearly 300,000 impressions with an average frequency of 16 – meaning that policymakers and their trusted contacts saw an average of four ads a week over the four weeks the campaign was live for increased message retention and recall.
There were more than 1,500 engagements with our ads from notable donors, staffers, friends and former colleagues and classmates of our key Senators.
Lessons Learned
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Social proof matters
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Be precise
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Make it relevant and salient
Team Members
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