Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
Every decade, the Constitution mandates we count everyone to allocate seats in the House of Representatives and inform trillions of dollars of government funding. 2020 brought massive challenges: historic levels of government distrust, social unrest, fears of a citizenship question identifying undocumented immigrants, weather disasters and, of course, the coronavirus pandemic.
Leveraging national surveys, focus groups in 30+ states, and countless community interviews, we built predictive models of self-response, and a segmentation of the entire country, mapped to neighborhoods. To guarantee the right message reached people, we...