Will traditional policy-oriented ads help elect Vice President Kamala Harris, or will those rooted in storytelling be more persuasive in shifting voters’ opinions in her favor? Which approach can carve a path to victory with key voters?
Ground Media set out to better understand which advertising approach would most effectively shift voter opinion for the 2024 Presidential Election, especially among critical swing state voters essential to the Harris campaign.
Using Swayable’s platform to measure messaging impact, Ground Media chose two ads to test: one focused on immigration and border policy and the other on Kamala Harris’ background and character. Check out the research report below, powered by Swayable’s RCT technology, to see which ad positively impacted key voters and which messaging is cause for concern.