Digital Campaigns

CREATING POWERFUL CONVERSATIONS IN DIGITAL SPACES

We Develop Smart and Savvy Strategies...

To reach your audiences with the right message, in the right format, on the right platform, at the right time – with the right call to action. ONYX partners with Tall Glass Media (TGM), combining decades of experience in television, radio, and digital campaigns. Our diverse core team includes six talented digital experts and organizers with deep expertise in engaging communities of color and young voters.

OUR APPROACH

Test Everything. Guess Nothing. We're radically honest, unafraid to fail, and driven by results. Every campaign element is rigorously tested, then duplicated and scaled across programs. We apply proven learnings from past wins to give you an edge in the constant battle for attention.

Specializing in Hard-to-Reach Voters. We excel at engaging oft-ignored communities – BIPOC voters, young infrequent voters, low-income voters – who are increasingly decisive in elections. Our creative is designed to agitate, motivate, and mobilize.

Full-Spectrum Digital Services:

Video production and optimization
Social media strategy and content
Graphics and infographics
Carousel ads and interactive content
Hyper-targeted Facebook/Instagram campaigns
Real-time A/B testing and optimization

Proven Results: Georgia Senate Runoff Case Study In 48 hours, our digital blitz for New South SuperPAC generated:

2.5 million impressions
1.1 million voters reached
26,544 visits to iwillvote.com
1.9% click-through rate (2x the Facebook average)
Cost: $73,275

Our hyper-focused targeting of young Black voters who hadn't yet voted helped power record-shattering turnout in a race that flipped the Senate.

Bandwidth is Never an Issue . We scale geometrically with digital content producers and media ops managers to meet any demand – delivering great creative for campaigns large and small.

STRATEGY AT THE CENTER

BANDWIDTH AT THE BASE

Battle tested, seamlessly scalable, results driven...

We specialize in persuasive, memorable digital engagement campaigns that include video, graphics/ infographics, social media messaging and strategy.

We never guess what will work. Instead, we test everything to see what is effective and then we duplicate this creative strategy across campaigns on top of using what we’ve learned from past campaigns.

We are radically honest with our clients, not afraid to fail, and we are truly driven by results. We believe this is what it takes to win in an ever-expanding digital canvass where content constantly competes for eyeballs.

We can scale up to handle tailored digital campaigns for each candidate or cause for the life of the cycle, and can directly reach the target audience for each.

We have a diverse core team of six talented digital experts and organizers, which include four African Americans, and one African American woman.

Bandwidth is never an issue. We are equipped and adept at scaling up quickly and geometrically with digital content producers and media ops managers to fill the need, however big or small, to deliver great content for any campaign.

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CUTTING EDGE CREATIVE

Directed at engaging oft-ignored/“tough to reach” communities.

Namely communities that are becoming increasingly decisive in elections. In this case these two ads are designed to motivate young infrequent voters and voters of color into taking action – and voting. Below are links to two digital ads that highlight some of the creative we are most proud of. Both of these ads come at the same problem – motivating young infrequent voters and voters of color – but from different directions. Put more plainly, both were designed to agitate young voters into taking action.

The first ad (link below) is a digital piece ONYX did for New South SuperPAC (NSSP), sister organization to the Stacey Abrams created New Georgia Project.

This is ad is targeted at young Black Infrequent Voters.

It was created for NSSP’s “When We All Vote” campaign.

The title of this ad is “There Must Be a Reason”.

https://youtu.be/W_D4cCn1_jA?si=i5G3hvwNT5lPlWky

The second ad (link below) is one of pieces that Vince Murphy, our Creative Director for ONYX Digital also created, but when he was Creative Director at ACRONYM.

This is ad is targeted at young Infrequent Voters, regardless of color.

It was created for ACRONYM’s “Knock The Vote” campaign.

The title of this ad is “Dear Young People, Don't Vote”

https://youtu.be/iphKlXj-kyE?si=pjM0GxcTlhm3ilr3

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A SAMPLE OF OUR DIGITAL WORK – GA

US Senate Runoff (48-Hour Social Media Ads Blitz)

ONYX Digital worked with New South SuperPAC in the Georgia US Senate Runoff for Rev Raphael Warnock and Jon Ossoff, where we developed a 48-hour digital program utilizing Facebook to turn out voters.

We hyper-focused on registered young African American voters across Georgia who had not yet voted using Target Smart Data.

We created a social media campaign designed to persuade young African American voters by highlighting issues focused on stimulus checks and social justice concerns most important to our target audience.

Using this strategy, we developed an additional social justice video, as well as visually appealing graphics, carousel ads, and memes, geared to educate voters on the urgency of voting in the runoff.

The outcome of this layered and precise digital ad blitz was that 26 thousand voters were mobilized through an aggressive hyper-targeted campaign generating over 2.4 million impressions in 2 days.

The average click-through rate on a Facebook ad is 0.90%. Ours was twice as high at 1.9%. Below are results of digital ads that spoke to our audience and the digital blitz's impact.

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DIGITAL AD BLITZ RESULTS

2.490 mil Impressions

1.130 mil Voters Reached

26,544 Visits to iwillvote.com

89,188 Video Views

Program Cost: $73, 275 (including ad placement)

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GEORGIA DATA POINTS

Why Our Strategy Worked.

Strong Black turnout was central to what powered Democrats to victory in both US Senate races (see chart below).

Counties that were less than 10% Black barely shifted from the general election to the runoff. But majority Black counties shifted 4 percentage points left on average.

Turnout in heavily Black counties was also, on average, higher than it was in other counties.

For the runoff our team at ONYX focused on young voters, specifically Black young people.

This strategy paid off, as they showed up in the runoff in record numbers.

In fact, 25% of young Black voters in the 2021 runoffs didn’t vote in the 2020 general.

While certainly not the whole story of what happened in Georgia – which countless organizers and organizations fueled – a few broad observations and data points follow:

4.5 Million Georgians voted – shattering previous records.
Ossoff’s leap from his November results can likely be attributed to the support of Black and Hispanic voters. He grew his lead among Black voters from 87% in November to 92% in the runoffs; and he saw a 28% increase in support from Hispanic voters.
Many heavily-Black rural counties also exceeded the statewide turnout compared to the general, which will end up being around 80%. Early numbers show that Macon County turned out 92% of the general election turnout, Calhoun County hit 93%, and Randolph County hit 97%.
At least 120,000 – but likely many more – voters who either were ineligible to vote in the general or sat it out came out for the runoffs. These voters heavily skewed younger (as well as non-white)

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