Polling showed a very close Governor's race between Brian Kemp and Stacey Abrams. With a massive celebrity megaphone and fawning media coverage, Abrams could rely on higher than normal turnout among key voter groups. As a result, the campaign needed to identify persuadable groups to focus limited resources on, with a possible runoff election looming.
Based on our polling, the RGA was able to identify exactly which messages were most persuasive to voters who were still undecided. They were able to ignore areas where increased resources would have minimal impact, which ensured maximum pressure was brought to bear in a difficult race.
While other polls predicted a runoff, the RGA was able to tip the needle in Kemp's direction during the closing weeks of the campaign, leading to a close, but clear, win for Kemp.