Case Study: Proprietary Green Score™ Impacts Medical Marijuana Vote in Florida – Digital Campaign Leads to Record Vote
Supporters of the Florida Right to Medical Marijuana Initiative, Amendment 2, to legalize the consumption and distribution of medical marijuana in Florida wanted to “get out the vote”
Background and Tactics:
Audience Partners built a proprietary marijuana model to provide a Green Score for every registered voter. The Green Score measures a voter’s likelihood to support marijuana law reform when overlaid with Audience Partners’ patented National Online Voter File®.
Audience Partners’ Green Score created through extensive surveying and data modeling, provided Impact Politics and the United for Care Campaign the means to target only likely voters who were “most likely to be persuadable” or “most likely to support marijuana law reform”.
Audience Partners’ digital advertising efforts had a significant impact on the medical marijuana vote in Florida’s 2014 ballot initiative. The campaign delivered over 20 million impressions and drove close to 15,000 individuals to the campaign’s website.
Those who saw the internet advertisements voted for the Amendment at a rate of 65%, while those that did not, voted only at 53%. The 12% difference was not simply a function of targeting – for example – people who reported seeing Internet ads voted for the Democratic candidate for Governor at a rate of 42% while those that said they did not vote for the Democratic candidate, voted at a similar rate of 40%.
The Amendment reached 58% support at the polls – the 2nd highest level of support in any state, winning roughly 500,000 more votes than the Republican winner of the Governor’s race.