Gridiron obama visual image testing
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Transcript of Gridiron obama visual image testing
Last PlayTied game, just a few days on the clockLast PlayTied game, just a few days on the clock
16 days left in the game: we are tied, and the playbook is limited16 days left in the game: we are tied, and the playbook is limited
TV
Doors
Phones
Internet
The playbook:
No capacity
Volunteers
tapped
Congested
?
There’s the game…. how do we talk to them?
?????
You can still get mail and internet ads to people, but...You can still get mail and internet ads to people, but...
What Hook?
Which graphics?
Which
facts?
+ +
.. how do we know if our design will make a connection?
The Obama presidency
has failed!The Obama presidency
has failed!
This is not what America signed up for!
This is not what America signed up for!
Are you better off than
you were four years
ago?
Are you better off than
you were four years
ago?
America can’t afford four more years!
America can’t afford four more years!
This is not what we HOPEd
for…This is not what we HOPEd
for…
Fact Check:
Fact Check:
Obamacare FinesObamacare Fines
$494 billion Tax Increase$494 billion Tax Increase
One—term ObamaOne—term Obama
Obama’s Economic PlanObama’s Economic Plan
National Debt IncreaseNational Debt Increase
You Didn’t Build ThatYou Didn’t Build That
Has the sure thing.Has the sure thing.
In early October, Gridiron worked with Vlytics to design the winning play In early October, Gridiron worked with Vlytics to design the winning play
We assembled a panel We assembled every message, photo, and hook line out there
1 2
And then… we had our target audience put all of our ideas to the test.
3
Targeted people…-Light leaners & pure undecideds
..in the targeted battlegrounds-OH, FL, VA, NV, CO, WI…
The Obama presidency has failed!
The Obama presidency has failed!
This is not what America signed up for!
This is not what America signed up for!
Are you better off
than you were four
years ago?
Are you better off
than you were four
years ago?
America can’t afford four more years!
America can’t afford four more years!
This is not what we
HOPEd for…This is not what we
HOPEd for…
Fact Check:
Fact Check:
Obamacare FinesObamacare Fines
$494 billion Tax Increase$494 billion Tax Increase
One—term ObamaOne—term Obama
Obama’s Economic PlanObama’s Economic Plan
National Debt IncreaseNational Debt Increase
You Didn’t Build ThatYou Didn’t Build That
Using a scientific choice-driven process, we had our undecideds test-run all possible designs…Using a scientific choice-driven process, we had our undecideds test-run all possible designs…
Each of our participants was asked to choose
between pairs of designs they found most likely to change opinion against
Barack Obama
Across all our participants and all of their choices: all of our taglines, photos, and
fact sets were tested….
Pair-choice 4
Pair-choice 3
Pair-choice 2
Pair-choice 1
… and their choices resulted in final designs and groups of preferences within the undecided pool.… and their choices resulted in final designs and groups of preferences within the undecided pool.
…as our panelists choose their preferences, between pairs, they were helping us determine winning traits from all the possible tags, photos,
and facts we showed them….
1
2
3
….and as more panelists helped them refine their choices, we arrived at the best designs
for various clusters of undecided voters
The result: we can provide you the best design to appeal to your undecided universeThe result: we can provide you the best design to appeal to your undecided universe
•Four major groups of distinct preferences in design emerged, representing 4 groups of opinion within the undecided voter pool
•The major opinion groups vary in size-Group 1 and its design preferences represented 29% of the undecided pool-Group 2 and its design preferences represented 29% of the undecided pool-Group 3 and its design preferences represented 22% of the undecided pool-Group 4 and its design preferences represented 18% of the undecided pool
•A design that appeals to one group does not necessarily appeal to
the other
•With more information about your target undecideds, we can help
you select the design that appeals to the maximum number of
undecideds
If you want maximum impact, we can launch a battery of pieces to appeal to more undecideds.If you want maximum impact, we can launch a battery of pieces to appeal to more undecideds.
% of undecided universe that design appeals to:
29%
29%
22%
+
+
80% of undecideds received an appealing design=
+
+
Only a few days left in the game…. Only a few days left in the game….
Chris [email protected]
Austin [email protected]
It’s time to make a
call.
It’s time to make a
call.