7/27/2019 Facebook Case Study Rahm Emanuel

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Facebook: Building Essential Connections

The Chicago mayoral candidate wins aftera campaign that focuses on Facebook toraise awareness and get out the vote.

GoalsRahm Emanuel wanted to raise awareness of his

candidacy for mayor of Chicago through a digital

campaign that put Facebook at the center to:

•

Keep voters informed about campaign news, eventsand his daily activities

• Drive voter actions, including event attendance and

campaign donations

• Get out the vote on election day

Approach

Rahm partnered with Bully Pulpit Interactive to

develop a digital strategy and ad campaign focused

on acquiring fans and engaging them around the

candidate and the issues.

The Rahm Emanuel page was Rahm’s online hub,featuring plans and position statements, as well as

photos from events and appearances.

The campaign used Facebook Ads to encourage

people to like Rahm’s page:

• Geo-targeting was used to reach people living in

Chicago.

• The campaign further segmented targeting to

reach voter groups such as parents (e.g., people

who listed “Education” as a Likes and Interests)

and sports fans.• The campaign used the sharing on Facebook to

mobilize voters to sign e-signatures to keep Rahm

on the ballot after a court challenged his Chicago

residency.

• The campaign used Facebook to test campaign

messaging, with the feedback on what resonated

with voters incorporated into direct mail, television

and digital advertisements where possible.

Results

• 30% of Rahm voters interacted with his campaign online, with

Facebook at the heart of the online strategy

• 87% of visits from social media channels to Rahm’s website

(chicagoforrahm.com) came from Facebook

•

30,000 new Facebook fans in Chicago (65,000 fans total) wereconnected to 2.5 million people on Facebook in Chicago, mean-

ing 98 percent of people on Facebook in the city potentially saw

stories about Rahm in their News Feeds.

“We couldn’t imagine having run this campaign without

Facebook, particularly in moments like the residency 

battle. Facebook is the perfect constituent tool for 

someone who loves the public and loves interacting with

the public. By cultivating our fans over the course of the

campaign, we were able to get them to take actions at a

much more cost-effective and higher rate than throughother platforms.” 

Ben Coffey Clark, Managing Director, Bully Pulpit Interactive

Rahm Emanuel Page

Ads

Rahm Emanuel is the mayor of Chicago and the former

White House Chief of Staff to President Barack Obama.

Bully Pulpit Interactive focuses on digital marketing and

strategy to help build communities, raise money and de-

liver messages to help shape public opinion.

Facebook.com/rahmemanuel

Case Study | Brand Awar

Agency:

Bully Pulpit Interactive