The Republican Jewish Coalition and Jamestown Associates developed the “My Buyer’s Remorse” campaign that featured highly-targeted print ads, social media, and TV ads with the goal of increasing the number of Jews voting for Mitt Romney from the 21% John McCain received.
The ad series featured individual Jewish voters who had voted for President Obama in 2008, but had since grown disgruntled with his policies toward Israel and his failure on the economy. In one ad, Bernie Marcus, founder of Home Depot and a well-respected Jewish business leader, spoke about Obama’s failed economic policies and the need for change. He spoke as an authority in a way that Jewish voters understood, and a tone that appealed to non-Jewish voters as well. The ads spoke to the Jewish voters without yelling at them.
And they worked: While Republicans struggled with African Americans and lost ground with Hispanics, Romney received 32% of the Jewish vote – a nearly 50% increase.
See some of our ads from the "My Buyer's Remorse" campaign above.