Amidst a global pandemic and misinformation campaigns, the L.A. County Government wanted to ensure every resident took part in the 2020 Census. Fenton crafted an omnichannel campaign with everything from direct mail, out of home advertising, canvassing, and digital, as well as street artists and local canvassers, to create ties directly within the communities they were targeting.
From the onset of the COVID-19 pandemic, they had to pivot their strategy to rely on digital tools. They needed Castable’s data and programmatic digital solutions to bridge the gap between their message and target audiences.
Fenton created campaign content in each of the 13 most spoken languages in L.A. County, with a special emphasis on Spanish language outreach.
Castable leveraged PDI data to find these communities and serve them ads through programmatic and private marketplace video, display advertising, and Connected TV.
Fenton used teams of offline data collectors to analyze response rates to the Census and identify tracts that needed more messaging and outreach. Castable and Fenton were able to identify areas as small as 2-3 city blocks and target audiences of 5,000 people at a time who had low response rates, reaching targets with ads through our geotargeting solutions.
When socially-distanced canvassing was able to restart that summer, our partnership with Fenton allowed us to focus digital advertising on the Census tracts where field organizers were having in-person conversations.