Hollywood Chamber PAC – Support Mitch O'Farrell

With only weeks before ballots hit mailboxes for the June 2022 Primary, Hollywood Chamber PAC needed to rapidly execute a fully digital independent expenditure campaign in support of incumbent Councilmember Mitch O'Farrell.

The challenge was threefold: communicate a contrast narrative positioning O'Farrell as a common-sense, down-the-center leader versus opponents' more radical platforms; reinforce his pro-growth credibility with business and public safety endorsements; and demonstrate Chamber commitment while maintaining strict IE compliance and avoiding any campaign-side coordination risk.

The timeline was compressed. The budget was fixed. And the message had to break through in a crowded primary field across one of LA's most diverse and media-saturated council districts.

We built a rapid-deployment digital program designed to saturate persuadable voters across every surface where they consume content.

The core message strategy focused on three narrative frames:

• Public Safety & Policing Reform — O'Farrell championed responsible reforms like mental health crisis professionals responding to non-violent calls, not abolishing law enforcement
• Endorsements from Essential Workers — Firefighters, nurses, small business owners, and frontline workers backed O'Farrell's pragmatic leadership
• Pro-Growth Economic Recovery — O'Farrell supported local businesses through and after COVID, not radical anti-business policies

To maximize reach and frequency in a compressed timeline, we deployed across every high-performing digital channel:

• Meta Ecosystem — Facebook and Instagram with video and carousel ads
• Google Stack — Search, Display, and YouTube (skippable and non-skippable video)
• Premium News Placements — LA Times homepage takeovers and run-of-site inventory
• Native Advertising — Taboola content discovery across news publishers
• Mobile Direct — MMS broadcasts and voice calls delivered directly to cell phones
• Culturally-Targeted Outreach — Armenian-language MMS messages with culturally-matched creative to Armenian voters

Creative strategy prioritized short-form motion video and high-attention formats to capitalize on platform algorithms and maximize completed views. All creative was produced in-house for fast iteration and IE compliance.

Over the final weeks of the primary, the campaign delivered 2,371,884 impressions, 193,615 completed video views, and 12,308 clicks to 47,349 targeted likely voters in CD-13. That's an average frequency of 50+ impressions per voter during the ballot decision window.

Performance highlights:

• Facebook: ~915,000 impressions with 8× average frequency per targeted voter
• Google Search: 2.89% CTR — 5× above industry benchmark
• LA Times Homepage: 80,000+ premium front-page impressions
• Taboola Native: 420,000 impressions, 3,365 clicks delivering incremental reach beyond social
• MMS + Voice: ~200,000 direct mobile impressions with ~4,000 reply conversations
• Video Completion: 15-second non-skippable video averaged 89% completion rate

Primary Night: Councilmember Mitch O'Farrell finished second place in the June primary, successfully advancing to the November runoff. Hollywood Chamber PAC's independent expenditure campaign achieved its strategic objective: shore up a pro-business ally facing progressive consolidation and ensure he remained competitive through the general election. The IE's digital saturation strategy delivered the message repetition and reach needed to uplift O'Farrell in LA's most competitive council race.