Case Study

Creating a Targeted Digital Campaign to Bolster Advocacy Strategy

The Challenge

FTP was tasked with running an advocacy campaign to prevent national park land from being reduced in size.


  • To best reach Members of Congress, the Administration, and key advocates in state, FTP ran a grassroots campaign, coupled with a targeted digital campaign.
  • Using social sentiment analysis, FTP was able to use mimic language used by target audiences and identify key online influencers.
  • The social campaign amplified any earned media with a small, targeted digital buy.


  • Using social sentiment analysis, FTP was able show concrete results for the client, including:
  • Analysis before and after the online conversation in key states; and
  • Metrics showing how the digital campaign bolstered the advocacy campaign