Sierra Club

Too Extreme Ken

The Challenge

Virginia gubernatorial candidate Ken Cuccinelli’s environmental record as Attorney General was dismal. The Sierra Club wanted to make sure he wasn’t elected governor in 2013 by educating and turning out students and environmentally inclined voters to vote against him.

Our Solution

To reach our target audience we devised an integrated media strategy across several digital techniques, integrating closely with the direct mail and campus field program.

For targeting, we messaged into IP addresses of colleges and universities where Sierra had canvassers. We also targeted our ads using IP cluster targeting to match specific individuals into high intensity clusters of IP addresses. We used this technique both for a modeled universe of environmental and likely McAuliffe supporters for persuasion and a broader universe for GOTV. We layered search engine marketing, social media outreach as well as an email program into Sierra Club’s Virginia members and supporters.

The Results

Overall the campaign was very successful and Terry McAuliffe beat Ken Cuccinelli handily to become governor of Virginia. The campaign delivered:

  • 80MM impressions, >80K clicks, for an overall clickthrough rate of 0.12%
  • Website saw over 100K visitors
  • Email outreach was responsible for nearly 400K messages

The campaign was honored at the Reed Awards for Best Online Targeting and also won a Silver Pollie for Online Advertising in the Independent Expenditure category.

Services Provided

  • Banners
  • Design
  • Development
  • Email Marketing
  • IP Targeting

Contact Us


1155 Connecticut Avenue, NW
Suite 601
Washington, DC 20036

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