Omnichannel Digital Campaign for the CA Primary Election
The Contra Costa County Department of Elections needed to build voter awareness and engagement across the county ahead of the June 2, 2026, statewide primary election. Pacific AI Digital Media ran the campaign from April 6 to June 2, 2026. Since the county’s voters span English, Spanish and Chinese speakers, we created multilingual messaging to reach all three audiences across CTV, Meta, and display ads. Success was measured by repeated exposure, video completion and downstream voter actions - calls, directions and website visits - rather than clicks alone, as well as voter turnout numbers.
Overview
The strategy used high-frequency, location-based awareness in three languages, backed by social and local search to turn recall into action.
- Residential geofence display: English, Spanish and Chinese display ads served to devices in targeted Contra Costa neighborhoods, built for repeated exposure.
- Connected TV: premium audience retargeting plus residential geofencing on streaming TV, with video completion as the primary KPI.
- Facebook CRM targeting: ads served to voter-list audiences, using static ads and carousels.
- Facebook retargeting: re-engaging visitors to the Elections website.
- Google Business Profile management: keeping the Martinez office listing visible and current so voters could call, get directions or visit the site.
Result
The campaign delivered over 1.65 million impressions and drove more than 1,200 direct calls to the Elections office.
- 1,654,817 total impressions: 769,728 display and social impressions, plus 885,289 CTV awareness impressions.
- 98.28% CTV video completion rate, well above the 95% benchmark, with 195,384 completed views.
- 24,878 unique households reached by geofence display at an average 16x frequency, across English, Spanish and Chinese.
- 0.12% display CTR, above the 0.05–0.10% civic and government average, with all three language versions performing evenly.
- 1.27% Facebook link CTR, above the 1.0% benchmark, generating 733 link clicks, 320 page likes and 457 landing page views.
- 1.66 million Google search views of the office listing, leading to 1,241 phone calls, 2,036 driving-direction requests and 2,335 website clicks.
- 143,386 Elections website sessions, up 40% month over month, with the official ballot drop box page the top destination (43,971 views).
- 21% in county voter turnout versus the last State Primary election.