IN THIS CASE STUDY
- How AEI identified 214,000 genuinely persuadable residents while excluding entrenched opponents and immovable supporters.
- The multi-platform digital strategy—spanning Facebook, Connected TV, online video, display, native, and search—that created “surround sound” messaging across trusted channels.
- Why authentic local voices like farmers and county commissioners proved more persuasive than technical experts.
- The campaign outcomes: measurable shifts in perceptions of solar and wind, stronger resonance of property tax and energy independence messaging, and increased willingness to take pro-project action.
Learn about these results
By amplifying authentic rural voices, the campaign achieved measurable attitude shifts among skeptical audiences—including Republicans without a college degree, historically the most resistant group. These residents not only became more receptive to key messages but were also three times more likely to take supportive actions such as contacting officials, signing petitions, or attending meetings.
The results demonstrate that digital persuasion, when grounded in local authenticity and evidence-based measurement, can reshape even the toughest political environments. For developers and advocates, AEI’s campaign offers a replicable blueprint for countering opposition, reframing narratives, and unlocking new conditions for project success.
6%
Increase in agreement that solar benefits local communities
13%
Boost in receptiveness to property tax savings messaging among non-college Republican voters
