Vice President Kamala Harris’ historic Presidential campaign hit the ground running on July 29th with the release of their dynamic first ad.
With less than 90 days before the election, Swayable and Ground Media knew it was critical to measure the effectiveness of this first ad. Key takeaway: the ad provided meaningful gains in key swing states.
Will this first ad lead to people dropping their phones, jumping off the couch and texting their friends and family:"You know what? She just might be able to win this thing"?
Check out the research below, powered by Swayable’s RCT technology, to see where the ad had the most impact on persuading potential voters.
Key takeaways
Narrative Resonance in Key Demographics: The video positively increased intent to vote for Harris among Hispanic/Latino (+3.4ppt), Suburban residents (+3.0ppt) and high-income voters (+2.2ppt) in the general US sample, indicating the narrative and emotion of this ad presents a pathway to persuasion among some key demographics.
Volunteer Enthusiasm: Across the board, the video seems to increase voter enthusiasm, and there are promising indications that this result is even more pronounced in some swing states.
Pathway to PA — and beyond: Swing state voters responded even more positively to the video than the general population, and in PA intent to vote for Harris increased +3.5ppt.
Potential to Erode Trump's Base: The ad decreased the belief that Trump is the best candidate in the race among Republican and Conservative voters (e.g. -4.0ppt among Registered Republicans), which points to vulnerabilities within Trump's core supporters.
Want to learn more about how Ground Media used Swayable's powerful RCT testing technology to prove impact? Book a demo with us to get started on your creative testing journey today.
Methodology
This monadic RCT survey experiment was conducted on Swayable over 24 hours between August 5th and 6th, 2024, with responses from 3,043 U.S. consumers. Questions were asked of a general population sample using Swayable’s proprietary online platform.
The sample frame is U.S. smartphone users in all 50 states with active internet connections who are users of popular mobile and web apps that make up Swayable’s network of respondent partners. Respondents are solicited from partner apps with non-monetary reward offers for their participation. Respondents were recruited with an approximately even ratio of men and women imposed via separate quotas for each. This is a “non-probability sample” (in the conventional terminology of public opinion research, although this team believes this concept is not meaningful since truly random sampling of the population is not possible via any methodology). To correct for over/under-sampling, all samples are post-stratified to the general U.S. population using cross-tabulations accounting for factors including age, ethnicity, gender, educational attainment, and geography, based on the latest available data from the U.S. Census Bureau and Swayable’s proprietary population modeling. Margins of error quoted are based on response distribution statistics and sample sizes and are calculated independently for each result.
This research was conducted and self-funded by Swayable.