How Strategic Marketing Drove Voter Engagement for a PSA & Civic Campaign

Our Work

North Dakota Republican Party

Driving Voter Engagement Ahead of the Caucus

Who is the North Dakota Republican Party?

The North Dakota Republican Party is the state-level affiliate of the national Republican Party. Representing conservative values, the NDGOP works to elect Republican candidates to public office and influence local and national policy. They play a crucial role in mobilizing voters and shaping the political landscape in North Dakota.

The Opportunity

Ahead of the 2024 Republican Presidential Caucus, the NDGOP faced a challenge in driving strong voter turnout – especially among Gen Z and Millennial voters – to ensure results accurately reflected the preferences of North Dakota’s Republicans.

Compounding this challenge was the fact that younger voters lacked understanding of the caucus process. This meant the campaign needed to first build awareness and educate the audience before encouraging them to participate.

The Results

> 22%

Open Rate

Exceeding industry average of 19%

1 Million

Social media ad impressions

7% increase in voter turnout than in the 2016 U.S. Election

Hit ROI

Key client goal

By adding 153 high-interest North Dakotans to their database

What We Did

Multi-channel approach. Our approach included statewide newspaper ads, digital ads, an email campaign, and Facebook and Instagram awareness campaigns.

Compliant communication. We crafted messages that were both compliant and compelling, making it easy for NDGOP to connect with their audience.

We took the lead. With the NDGOP staff deeply involved in the logistics of the caucus, HexaHive managed the entire campaign. We handled the intricate details of the campaign, which allowed NDGOP to focus on its core responsibilities.

Key Takeways

Interesting content that’s also compliant is possible. Creating content while following strict guidelines doesn’t mean messages have to be boring. We found ways to engage our audience while checking all the compliance boxes.
Hiring experts saves time and money. HexaHive managed every aspect of the campaign, leaving NDGOP staff to focus on other important responsibilities.