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Project Breakdown

Melanie for New Mexico

  • Acquisition
  • Digital Ads
  • Email
  • Fundraising
  • GOTV
  • Persuasion
  • Texting

Objective

Activate voters and donors during an off-year special election — after a major Democratic election, when voter engagement was at its lowest — and convey candidate’s message to a multilingual electorate.

Outcome Won the first big test for House Democrats of 2021

New Blue ran a highly effective and aggressive bi-lingual paid communications strategy—in a conservative media market—that stayed true to the campaign’s message and core values.

The Results

$500,000 raised on digital

Broke fundraising records, including the state record for congressional quarterly fundraising.

Over 190,000 New Mexicans reached

Overperformed the district by 6.6 points.

Nearly 300% Active universe growth

With an ROI on paid acquisition of more than 300%.

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