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Evoke Strategy Empowers Military Voters in the 2024 Election

Case Study: FVAP

Challenge

FVAP needed to maximize voter awareness and website conversions (registrations, absentee ballots) within the UOCAVA audience, especially younger active-duty military, for the 2024 election. This involved reaching a dispersed demographic, navigating government advertising regulations, and improving upon 2020 results within a fixed budget.

Approach

Evoke Strategy managed all digital advertising, focusing on a data-driven, multi-platform approach. We prioritized strategic planning, agile execution, and close collaboration with FVAP to ensure regulatory compliance and campaign effectiveness.

Strategy

Our strategy was built on the principle of meeting the audience where they are, with the right message at the right time. We developed and implemented a comprehensive digital advertising strategy encompassing the following channels:

  • SEM (Google Search): Targeted keywords for voter information.
  • YouTube: Engaging video ads for younger military personnel.
  • Social Media (Meta & Snapchat): Targeted campaigns for military personnel and families.
  • Programmatic (Display, Audio, Video): Reaching the UOCAVA audience across the web.
  • Niche Publications: Partnerships with military-focused online outlets.

Our core strategic pillars included:

  • Budget management: Efficient allocation of the $750,000 budget.
  • Targeted advertising: Reaching key UOCAVA segments, especially younger active-duty voters.
  • Compelling creative: Tailored ads for each platform.
  • Continuous optimization: Real-time campaign adjustments.
  • Detailed reporting: Transparent performance insights.

Results

Evoke Strategy’s campaign effectively reached and engaged younger active-duty military voters. Our data-driven approach, strategic channel selection, and optimization led to substantial increases in awareness, traffic, and conversions, empowering military participation in the 2024 election.

The campaign significantly exceeded expectations:

  • Impressions: 340+ million, expanding reach dramatically.
  • Website Sessions: 50% increase from 2020, demonstrating effective targeting.
  • Conversions: 29% increase from 2020, exceeding FVAP’s goals.