Case Study: New York City Campaign Finance Board boosts NYC voter turnout with Fenton’s multi-channel paid campaign

New York City Campaign Finance Board boosts voter turnout 1.6% with Fenton

The New York City Campaign Finance Board, a nonpartisan city agency, faced the challenge of increasing voter turnout among young people and immigrant citizens, communities historically disenfranchised with lower participation rates. They engaged the vendor Fenton to develop and deploy a paid media strategy for their NYC Votes initiative.

Fenton implemented a multi-channel paid advertising campaign utilizing digital and offline tactics. Their approach included audience modeling to serve in-language content and randomized control testing to measure impact. This strategy resulted in a significant measurable outcome: during the 2022 elections, voters who saw Fenton's ads turned out to vote at a rate 1.6% higher than those who did not.

New York City Campaign Finance Board