7/27/2019 Facebook Case Study We Are Ohio

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Facebook: Building Essential Connections

More than 60% of state voters vote no on

a proposition after a workers rights group

runs a far-reaching campaign on Facebook

to defeat the measure.

GoalsWe Are Ohio, a coalition o public and private sector

workers, wanted to use Facebook to persuade Ohio

voters to vote no on Issue 2 to stop Senate Bill 5 (a bill

weakening public employees’ bargaining rights) by:

• Building awareness and keeping Ohio voters

inormed with its Facebook Page 

• Educating and persuading voters through apps, ads,

and sponsoredstories 

• Driving campaign volunteers and mobilizing voters

on election day

ApproachThe group partnered with The New Media Firm to

employ a wide variety o tools to engage Ohio voters

including Pages , Applications , sponsored stories ,

and Facebook Ads:

The We Are Ohio Page became a hub or the campaign,with community managers posting organizer photos

and stories o those aected by SB 5.

• Livestreamed key campaign events on the Page 

With Facebook Ads , the group targeted all people on

Facebook in Ohio and gathered nearly 100,000 ans,

whose Facebook riends’ networks represented 58%

o the total voting-age population in Ohio.

• Used Page postadswith video to distribute TV ads

to Ohio voters on Facebook

• Used sponsored stories to ampliy actions that

people took on the group’s website, leveraging the

power o riends telling riends about the group’s

mission. Used sponsored stories or persuasion

and during the get-out-the-vote phases

Built “Voting No” application inspiring thousands

to share their reasons to vote with their Facebook

riends.

Results

• 61% o Ohio voters voted “no” on the proposition

• 50,000 people talked about We Are Ohio on Facebook in the

month leading up to the election, generating stories reachingover 500,000 o their riends

• 3,000 volunteers were recruited via FacebookAds

“Issue 2 only affected several hundred thousand people

directly, but was voted on by millions. We needed to

humanize Issue 2 with the stories of those affected.

Sponsored stories were our most effective advertising 

source, especially in the closing weeks of the election.” 

Xavier Lopez-Ayala , New Media Coordinator, The New Media Firm

Ad

We Are Ohio Page

Sponsored Story

We Are Ohio is an advocacy group ocused on protecting

union rights in Ohio. The New Media Firm is a leading

political consulting frm in Washington, D.C.

facebook.com/WeAreOhio

Case Study | Brand Awar

Agency:

The New Media Firm