LCV and Priorities USA launch New Hampshire digital ad campaign
Ads supporting Sen. Maggie Hassan and Rep. Chris Pappas tout climate action, clean energy job creation
The League of Conservation Voters and Priorities USA launched on Wednesday a $250,000 multiplatform digital ad campaign supporting Sen. Maggie Hassan and Rep. Chris Pappas, both of whom are up for re-election next year. The ads, which will all target New Hampshire, tout the lawmakers’ work “tackling climate change and fighting to create thousands of clean energy jobs” alongside President Joe Biden.
LCV is already one of the biggest spenders on Facebook ads targeting New Hampshire, having spent $45,213 there in the past three months, behind only End Citizens United and Americans for Prosperity. Since this campaign is so new, it’s hard to say how much they’re spending right out of the gate, but we do know that they’ve already launched a huge variety of Facebook ads for the campaign. Almost all of them exclusively target Granite Staters aged 18 - 54, with a particular focus on reaching women aged 25 - 44. Take a look:
They’re also running ads on Snapchat, but they only seem to be targeting all adults in a handful of zip codes in New Hampshire for now. The below ad will run until September 22, 2021, and like the Facebook ads, point to this landing page. We strongly suspect that they’re also running similar ads on YouTube and Google, but since the campaign is so new, it looks like the Google Transparency Report hasn’t picked up on it yet.
With such a wide variety of ads being deployed in this campaign, we suspect that the two groups are testing which ones are the most effective in terms of getting clicks, acquiring phone numbers and emails, or any variety of metrics. And, while $250,000 is a significant digital ad buy, especially this early in the campaign cycle, we would be surprised if we didn’t see the groups use their findings from the New Hampshire campaign to run similar ads in other states with critical races, such as Arizona, Georgia, Nevada, or Wisconsin.