New Leadership for New Jersey
Phil Murphy | Democrat for Governor

In recent years, Trenton was dominated by Governor Chris Christie. Christie was one of the most popular politicians in the country and considered a leading candidate for President. However, the Christie administration was involved in a political scandal in 2013. ‘Bridgegate’ culminated in a massive federal investigation and the indictment of several members of the Christie administration.

The U.S. Attorney for New Jersey proved that a staff member and political appointees of Governor Christie colluded to create traffic jams during rush hours in Fort Lee, New Jersey. Fort Lee is a main conduit for drivers traveling over the George Washington Bridge into NYC. Local representatives, emergency services, and the public were not notified of the lane closures.

The federal investigation found the lanes were closed to punish the Democratic Mayor of the city of Fort Lee. The Mayor did not support Christie as a candidate in 2013. Enter Phil Murphy.

Action

Former Goldman Sachs executive and U.S. Ambassador to Germany Phil Murphy announced his candidacy for Governor of New Jersey in May 2016. Murphy was opposed by Jim Johnson, a former official for the U.S. Treasury Department and Sayreville Assemblymember John S. Wisniewski, and others in the New Jersey Democratic primary.

IQM successfully launched digital advocacy and issue advertising campaigns for Phil Murphy in advance of his highly-contested primary. Candidate Murphy defeated his opponents with nearly 50% of Democratic votes cast in the “Garden State.”

In addition, IQM was retained to run digital advertisements for Phil Murphy through the November general election. The former diplomat and executive defeated Republican Kimberly Anne Guadagno with nearly 60% of the popular vote.

Process

IQM’s proprietary algorithms and intelligence efficiently identify undecided and influenceable NJ voters in real-time. With the Murphy team, we ran media consumption analyses of all the candidates’ news coverage across all devices autonomously. The campaign got deeper insights into whether undecided voters were more receptive to positive or negative messages that were factual or sensational.

With this enhanced data, the Murphy campaign executed more reliable and impactful media buying plans. Their messages aligned with voters’ key concerns, in their preferred tone, and where undecided voters went for news and information online. Campaigns using IQM solutions also can predict how voters’ sentiments change overtime more precisely.

Results

IQM executed and optimized over 40 individual display advertisements on some of the most heavily trafficked websites and mobile platforms in New Jersey. The top performing Phil Murphy for Governor banner earned over 1.4 million impressions and secured nearly 4,000 clicks to the campaign’s website.

The IQM Phil Murphy for Governor video produced nearly half a million impressions and 3,000 clicks. The entire IQM collaboration for the Phil Murphy campaign generated approximately 2.4 million impressions and over 17,000 clicks.

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