Vote by Mail Test with SEIU
Created by
ABOUT THIS RESEARCH
In partnership with SEIU, we conducted a robust vote by mail message test to Latinx voters across Florida - excluding Cubans - leading into the August primary. This test consisted of multivariate ads in Florida including one of two messages, with and without a messenger, and tested in both English and Spanish. The ads were targeted to an audience of Latinx people who had not voted early or requested a ballot. We drove the audience to the floridawill.vote landing page where they filled out their contact information and were then directed to their county site to register to vote by mail. The campaign ran exclusively on Facebook and Instagram and was one of the largest VBM tests in Florida this cycle.
Topline results include:
- Voters aged 65+ were more likely to register for VBM than voters in the 18-35 age bracket. They were also more likely to return their ballot.
- Of the leads generated, however, young voters ultimately requested ballots at much higher rates than older voters
- For English-speakers, ads featuring a messenger outperformed those without.
- For Spanish-speakers, ads without a messenger outperformed those with.
- Spanish ads had much cheaper CPAs than English ads, but the ballot request rate for users that clicked through from Spanish ads was almost half the rate compared to English ads. We suspect this likely has to do with bad digital infrastructure in FL and the user experience for Spanish-dominant users while requesting their ballot.
- A non-Trump, process-based message drove a better conversion rate among women or those who did not have a gender identified.
- Trump messaging drove higher conversion among men.
For more information about this test, please check out the full report!
Read More
We work toward a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.
Category
Blog title heading will go here
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros.
Messaging
Equis’ Latino Playbook: Main Character Energy
At Equis we are frequently asked how Latino audiences respond to an increasing variety of media and cultural content — outside of news — and whether the shows people watch or music they listen to might reveal important insights for better capturing Latino attention. Equis Institute, in collaboration with Harmony Labs, has created a segmentation that gives ad makers, creators, and storytellers the power to understand the diverse demography and behaviors of Latinos in the US as well as the characters, values, and stories to which different clusters of Latinos gravitate.
Messaging
YouTube Testing Experiment: Reaching Latinos on YouTube
Equis conducted research in partnership with at Somos Votantes and Priorities USA on effectively reaching and communicating with Latinos on YouTube.
Messaging
Understanding How to Message to English-Dominant Latino Voters
Equis conducted research in partnership with A/B Partners and Senate Majority PAC. This research tackled the challenges in reaching and persuading Latinos voters who predominantly speak English and consume English-language media.
Stay in the loop with Equis
Equis is a set of organizations working to create a better understanding of Latinos, innovate new approaches to reach and engage them, and invest in the leadership and infrastructure for long-term change and increased engagement.