Georgian Dream Parliamentary Campaign Case Study
Targeted urban youth voters aged 18-35 across Georgia's competitive electoral districts through precision digital mobilization, driving pledge-to-vote commitments with mobile-optimized conversion experiences and issue-based messaging focused on economic opportunity and EU integration.
Campaign Overview
Georgian Dream, Georgia's ruling coalition, launched a comprehensive digital voter mobilization campaign targeting younger urban demographics across Tbilisi, Kutaisi, and Rustavi ahead of parliamentary elections. With a $145,000 campaign budget over 42 days, the campaign focused on driving pledge-to-vote commitments among 18-35 year-olds in competitive electoral districts where margins typically run thin.
Strategy
Georgian Dream leveraged digital advertising platforms to mobilize younger voters while building awareness of key policy platforms.
- Created Custom Audience Segment: Targeted urban residents aged 18-35 through 1st Party Audiences for prior engagement reactivation and General Subscribers to expand reach among politically engaged demographics seeking EU integration and economic reform messaging.
- Multi-Platform Geographic Targeting: Deployed campaigns across Tbilisi metropolitan districts, secondary cities Kutaisi and Rustavi using precise geo-targeting to concentrate budget in competitive electoral zones while excluding stronghold districts for maximum efficiency.
- Issue-Based Creative Testing: Developed multiple creative variants emphasizing economic opportunity, EU integration pathway, and anti-corruption governance to identify strongest resonance messages among target demographics through systematic A/B testing methodology.
- Mobile-First Landing Experience: Built streamlined three-field pledge form optimized for mobile completion with integrated polling location finder and data privacy compliance aligned with Georgian regulatory standards.
Results
- Voter Pledges: 12,780 completed commitments
- Total Impressions: 8.2 million qualified impressions
- Conversion Rate: 13.6% pledge completion from landing page visits
Why It Worked
- Youth-Focused Audience Strategy: Targeting 18-35 urban demographics through 1st Party Audiences and General Subscribers delivered qualified engagement among historically low-turnout voters, resulting in above-benchmark pledge rates for parliamentary mobilization campaigns.
- Geographic Budget Optimization: Concentrating spend in competitive districts while excluding safe seats maximized electoral impact per dollar, with Kutaisi outperforming Tbilisi in cost efficiency despite smaller market size.
- Issue Messaging Alignment: Economic opportunity creative variants generated highest CTR at 1.35% and conversion at 15.2%, indicating strong alignment between party platform and youth voter priorities in Georgian political landscape.
- Mobile Conversion Excellence: Three-field form design reduced completion friction while maintaining data quality, achieving 13.6% conversion rate significantly above typical political pledge campaign benchmarks.
Conclusion
Georgian Dream's parliamentary mobilization campaign demonstrates effective youth voter engagement through precision audience targeting and mobile-optimized conversion experiences. The combination of 1st Party Audiences for reactivation and General Subscribers for reach expansion enabled strong pledge acquisition while maintaining cost efficiency across competitive districts. This approach showcases how political parties successfully mobilize low-propensity voters through strategic digital campaigns that balance broad awareness with conversion optimization.
Success Stories
What success looks like
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