Sierra Club Endorses
Gretchen Whitmer for Governor
CLIENT
Sierra Club PAC
CHALLENGE
GOAL
The primary goal of this landing page was to educate voters about the environmental issues at stake in this election through a nonpartisan lens. The website featured Governor Gretchen Whitmer’s plan and her voting record, as compared to that of opponent Attorney General Bill Schuette. The secondary goals were a) to communicate to voters that Gretchen Whitmer was the best candidate for Governor, and b) encourage them to commit to vote.
VIDEO ADS
207,315
People Reached
969,480
Ad Views
10,498
Engagements
VIDEO ADS
207,315
People Reached
969,480
Ads Viewed
10,498
Engagements
CHALLENGE
The state of Michigan’s water and the safety of its Great Lakes are both difficult issues to talk about, as they affect the current and future safety of all Michiganders and generations to come. Though it would be a challenge, we were privy to the sensitivities. We knew it was important to avoid scare tactics and to present the facts in a straightforward, transparent manner. The framing of the information was an important consideration since the Flint Water Crisis is still affecting people’s lives, and it’s an incendiary topic to bring up. However, by pointing out that Attorney General Schuette didn’t step in during the Flint Water Crisis, we aimed to remind people how important these issues are and lead them to support the candidate who would advocate for them.
CALL TO ACTION
volunteercommit to vote
volunteer
commit to vote
RESULTS
RESULTS
The Michigan Sierra Club PAC is a trusted voice in the community that is focused on messaging about the state of the environment, which matters to voters. The information on this landing page made it clear that Gretchen Whitmer cares about and prioritizes protecting the Great Lakes as well as cleaning up drinking water, while her opponent failed to respond to the Flint Crisis and supported oil pipelines in the Great Lakes. SierraClubEndorsed.org laid out the facts in a concise, easy-to-digest, visual format so that voters didn’t have to search far for them.
Despite having a small digital advertising spend, the website got 3,086 page views and 2,786 unique visitors. A sizable portion of these visitors downloaded Gretchen’s plan, committed to vote, and signed up to volunteer. One of the ads directing voters to this landing page discussed water quality – it reached 207,315 people and generated 10,498 engagements.
