Case Study: Michigan achieves a winning Yes on Proposal 3 with Change Media Group

Michigan wins Proposal 3 by 13 points with Change Media Group

The customer, a state coalition in Michigan, faced the challenge of persuading and turning out voters to pass a critical ballot initiative, Proposal 3, which aimed to protect reproductive rights. The vendor, Change Media Group, was engaged to produce and test persuasive creative assets and run strategic advertising for the campaign.

Change Media Group implemented a solution involving rigorous, continuous creative testing to identify the most effective messaging, which was then deployed across a multi-faceted digital and streaming TV ad strategy. This approach delivered over 300 million impressions and helped the campaign resonate across the political spectrum. The vendor's efforts contributed to a historic win, with Proposal 3 passing by 13 points and outperforming all polls.

Michigan