Case Study: Birmingham Election Service Provider elects youngest mayor, boosts support from 14% to 59% with Propellant Media

Youngest Mayoral Candidate Elected With Digital Advertising

Birmingham Election Service Provider enlisted Propellant Media to help a mayoral candidate in Birmingham who lacked name recognition and needed a cost‑effective way to fundraise, recruit volunteers, and persuade voters to unseat a two‑term incumbent. Propellant Media was brought in to deliver a digital advertising and CRM-driven outreach program tailored to high‑propensity local voters.

Propellant Media implemented a five‑prong strategy—geo‑fencing two colleges, using CRM and a voter file to serve targeted ads, site retargeting, matching the voter file to Facebook/Instagram audiences, and running persuasive video spots. The campaign moved from polling 14% (third place) vs. the incumbent at 54% to a first runoff result of 41% vs. 37% and a final runoff win of 58% vs. 41%, culminating in the election of the youngest mayoral candidate. Propellant Media’s digital program was credited as an integral part of that victory.