Campaign Background:

• Election Context: The special election on December 12, 2017, was to fill the U.S. Senate seat vacated by Jeff Sessions, who resigned to become the U.S. Attorney General. Governor Robert J. Bentley appointed Luther Strange to fill the vacancy temporarily​.
• Democratic Primary: Doug Jones, a former U.S. Attorney, won the Democratic primary, positioning himself for the general election​

Key Election Dynamics:

• Republican Challenges: Roy Moore, winning the Republican primary, was initially favored in a state with strong Republican support. However, allegations of sexual misconduct significantly impacted his campaign, leading to withdrawn endorsements and reduced funding, although he maintained support from President Donald Trump and some Alabama Republicans​.
• Unexpected Outcome: Despite Alabama's Republican leaning, Jones won the election, becoming the first Democratic U.S. senator from the state since 1997.

AOne Creative Campaign Analysis:

• Reach and Engagement: The campaign reached 4.15 million unique voters and achieved 2.75 million impressions, with 1.41 million engaged users. This high level of engagement suggests a successful digital strategy in a challenging political environment.
• Influence on Voter Turnout: Given the close nature of the election, the campaign's ability to engage such a large number of voters likely had a significant impact on the election outcome.

Case Study Focus:

• Effective Digital Strategy: The AOne Creative campaign's success in a traditionally Republican state highlights the power of targeted digital campaigns in influencing voter behavior and election outcomes.
• Adapting to Political Context: The campaign's ability to engage voters in a rapidly changing political landscape, marked by the controversies surrounding Moore, was crucial.
• Impact on Democratic Turnout: Analyzing the campaign's role in mobilizing the Democratic base and persuading undecided voters in a historically Republican state.