Peoria 2.0
We tested 10 videos with five different messengers using varying tones and messages to five of our Peoria values clusters: Civic Faithful, Family and Future, Struggling Skeptics, Disheartened but Determined, and Nostalgic Traditionalists. With these videos, we monitored engagement and persuasion across Facebook, Swayable, and YouTube.
While the results vary by cluster, one of our major takeaways include the unique potential of messengers such as Kavon, who resonated with younger Peoria clusters. Another takeaway is the importance of creating content that is both engaging and persuasive, which was shown by Cheryl's emotional personal story performing well with all clusters across all three platforms.
Real Prosperity
catalist
Aug 11
Time for a Real Change
catalist
Aug 11
Stop with the Games
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Aug 11
Three Million Dollars
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Aug 11
Peoria 1.0: Round One
We conducted two rounds of video content production, distribution, and testing. In the first round, we deliberately generated stories that varied across topic, tone, messenger, style, and source to share with each of the nine audience clusters. That decision — not to pre-select audiences or pre-target content — was highly unusual and deliberate.
5 Tax Breaks
admin
Jan 15
Biblical Jesus
andy stepanian
Feb 19
BLM Cookout
andy stepanian
Feb 19
Bob’s Crab Shack
admin
Jun 16
Carbon Pollution
admin
Jun 16
Climate Science with Leo
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Jun 16
Colorado and Birth Control
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Jun 16
Cows and Seaweed
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Jun 16
Education Privatization
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Jun 16
Farmer and Tax Cuts
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Jun 16
Fox News and Taxes
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Jun 16
Fox News and Taxes (15s)
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Jun 16
Gun Control
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Jun 16
Happy and You Know It
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Jun 16
Hard to Be a Man
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Jun 16
Impeach Trump
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Jun 16
Kathy and Minimum Wage
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Jun 16
KFC Vet and Minimum Wage
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Jun 16
Main Street Investment
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Jun 16
Marijuana Legalization
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Jun 16
Michelle’s Tips for Success
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Jun 16
Muslim Chaplain
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Jun 16
Net Neutrality
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Jun 16
Not What I Voted For
admin
Jun 16
Nurse and ACA
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Jun 16
Obama and Voting
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Jun 16
Opioid Crisis
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Jun 16
Oprah at the Golden Globes
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Jun 16
Payday Lending
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Jun 16
Russian Interference
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Jun 16
Tax Cut Reactions
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Jun 16
Taxes and Teasers
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Jun 16
Technology and Progress
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Jun 16
Tim Cook and DACA
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Jun 16
Transgender Equality
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Jun 16
Tuition Free College
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Jun 16
Tuition Free College (15s)
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Jun 16
Undocumented Children
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Jun 16
Vocational Education
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Jun 16
Warren and Child Care
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Jun 16
We Call B.S.
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Jun 16
We Call B.S. (15s)
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Jun 16
Peoria 1.0: Round Two
The second round of testing was informed by what we learned in the first round, allowing us to go deeper with specific tones, messengers, topics, and styles that seemed to work best for a few particular audiences in the middle of the ideological spectrum: Libertarian Left, New Suburbans, and Nostalgic Traditionalists.
Abigail Disney
admin
Jun 16
Angry Young Man
andy stepanian
Mar 11
Eddie // Veterans Affairs
admin
Jun 16
Eddie // We Are All Green
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Jun 16
Massachusetts Nurse
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Jun 16
Oklahoma Teachers
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Jun 16
Paid Family Leave (Jamie)
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Jun 16
Paid Family Leave (Tara)
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Jun 16
We Choose Us // Amber
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Jun 16
We The People // Art
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Jun 16
We The People // Gaby
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Jun 16
Controls
Sizzle Reel
Sizzle Reel
catalist
Aug 21