MUSE Gold

2022

Xandr: Built for Political

Entrant Company

Xandr

Category

Integrated Marketing - Product Branding

Client's Name

Xandr

Country / Region

United States

"Vote for Xandr" is a multichannel marketing campaign spanning interactive sites, social media videos and imagery, event collateral, email marketing, and paid media. Through research-backed insights and accessible language on cutting-edge advertising technology, this campaign brings value to everyone from political advertising newcomers to seasoned campaign management pros.







Political advertising has evolved significantly over the last decade, and where consumers see advertisements has too. With over 80% of U.S. households owning a CTV device, Xandr's digital advertising expertise makes us a great candidate for clients looking to reach voters at scale in the high-stakes 2022 midterms. "Vote for Xandr" tells the story of a political ad campaign from inception to victory, laying out the benefits, pitfalls, and latest tools buyers need to know about to reach specific voter segments with relevant targeted messaging.







Our road trip aesthetic invokes vintage campaign slogans from the likes of Reagan, Kennedy, Obama, and Bush, with visuals that convey familiarity and teamwork in an approachable, accessible, and politically neutral way. Iconography, including campaign pins and a vintage van, recalls iconic campaigns while educating viewers on powerful targeting and campaign management technology. Xandr wants to be a partner and guide for our political customers, making trust, expert guidance, and optimism central in our copywriting and design. Throughout the campaign, we have built brand awareness and differentiation by touting the importance of CTV as an advertising channel, how to navigate specific state-level ad regulations, and why it's crucial to have an ad-tech partner known for quick responses and award-winning service. "Vote for Xandr" meets today's moment in political advertising in a year where down-ballot elections are extremely important, for the issues that matter to our customers and their voters.

Credits

Esti Bareli
Mathew Becher
Hannah Bunn
Anthony Baugh
Julian Bonilla
Lionell Guzman
Henry Leger
Jeffrey Yas
Kacey Greene
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