Political Case Studies

Check out how recent candidates have used YouTube to build campaign awareness, drive donations and win on election day.

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We are Ohio

We Are Ohio

In November 2012, Ohio voters defeated Issue 2, a law that would have limited the collective bargaining rights of 350,000 unionized public workers. Using a gamut of YouTube advertising products — including TrueView video ads and in-video overlay ads, We Are Ohio and The New Media Firm (http://www.youtube.com/user/WeAreOhio) integrated online video on a dedicated YouTube brand channel as a pivotal part of the campaign’s media strategy.

Download the PDF to learn more about the YouTube ad products that We Are Ohio and The New Media Firm used to build a successful YouTube campaign.

Students First


StudentsFirst uploads direct-to-camera videos of founder and former Chancellor of D.C. Public Schools Michelle Rhee discussing relevant issues. Sharra Weasler, Manager of Digital Strategy and Engagement at StudentsFirst reports, “Michelle has a very passionate following, and video allows us to put the face of Michelle Rhee in front of our members nationwide.” In one of the campaign’s best performing videos, Michelle Rhee: Save Great Teachers, Rhee outlines StudentsFirst’s opposition to “last in, first out” layoff policies and encourages viewers to sign a pledge at studentsfirst.org .

Download the PDF and read more about StudentsFirst’s success with their presence on YouTube.

San Francisco Ed Lee

San Franciscans for Jobs and Good Government

About two weeks before election day, the independent expenditure committee to elect Ed Lee, San Franciscans for Jobs and Good Government, released a buzz-generating video titled “Ed Lee is 2 Legit 2 Quit.” This political remake of MC Hammer's “2 Legit 2 Quit" music video features cameos from a gamut of tech, sports and local personalities. Though the team targeted voters in San Francisco with TrueView in-stream, in-search and in-display ads, the video garnered national press attention and contributed to the success of late-to-the-race candidate Ed Lee during the 2011 San Francisco Mayoral Election.

Download the PDF and read more about the strategic campaign behind the 2 Legit 2 Quit video.

Donkey Whisperer

Roger Williams for U.S. Congress Committee

Republican Congressional Candidate Roger Williams’ "The Donkey Whisperer” video became a huge viral and social media hit, receiving approximately 50,000 views in just the first 48 hours and currently approaching 2 million views on YouTube. To promote the video and give it a bit of a boost upon upload to YouTube, Upstream Communications set up the “Donkey Whisperer” video as a TrueView in-stream video ad. YouTube TrueView adshave become a staple in Upstream’s marketing mix.

Download the PDF and learn more about how Upstream Communications used TrueView video ads for the Roger Williams for U.S. Congress Committee.