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.
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.