Effective ads, successful digital campaigns

Tarah Probst
PA House 189

Flipping a chamber

Tara Probst was elected to Pennsylvania’s new 189th district in 2022 with 56% of the vote, outperforming Deck’s internal forecasting and public polling by 2 points. She flipped the district and helped PA House Democrats take control of the chamber for the first time in 12 years. 

In 2015 Tara Probst was elected as the first female mayor of Stroudsburg Borough, Pennsylvania. Rep. Probst decided to run for State Representative in 2022 and didn’t take any vote for granted, she knew it would be a tough race. Besides running a robust field program, Rep. Probst’s campaign wanted to make sure voters saw her message on multiple platforms.

Reaching voters across multiple platforms

The Probst campaign used Deck’s Persuasion and Turnout lists to run a digital ad campaign across Facebook, Instagram, over-the-top (OTT) and connected TV (CTV). The Probst campaign directly loaded Deck’s targeted lists in Meta Business Manager using our integration. They also used Athena, a digital tool that uses addresses to target voters on OTT and CTV. Across these platforms, the campaign spent $12,000 and got over 350,000 impressions. 

A Targeted approach

In a state house district of only about 19,000 voters, the margins are narrow, and a campaign only has a few hundred people to persuade and a couple thousand to turnout. Deck’s targeted lists allowed this campaign to really drill down on their most essential universes. This helped them run a more efficient campaign, allowing them to spend more to focus on their most important voters across multiple different contact tacts.