To help the NYC Campaign Finance Board reach young voters and immigrant citizens—two communities often left out of the conversation—Fenton built and launched bold, multi-channel campaigns under the NYC Votes banner. By mixing smart audience modeling, in-language creative, and randomized control testing (yes, we nerd out on data), we didn’t just show up—we moved the needle. In 2022, voters who saw our work turned out 1.6% more than those who didn’t. That’s what happens when strategy meets purpose.

Fenton’s ongoing support has included multi-channel paid advertising campaigns utilizing both digital and offline tactics to get out the vote in NYC during each primary and general election. In order to better identify and measure our impact with harder-to-reach audiences across these elections, we developed a robust testing and research program including audience modeling to identify and serve relevant in-language content to immigrant audiences and randomized control trial tests to assess the impact of our ads on our priority audience’s likelihood to turn out to vote.

Our testing efforts in the 2022 elections resulted in a very large treatment effect. Those who were reached by our advertisements turned out to vote 1.6% higher than the control group that did not see our ads.