Jingles, Part 2: One Jingle, Six Genres, Now in Action
Tavern’s best new ads are jingles. Since we last wrote, jingles are taking over and voters are loving them. Jingles are message-driven, catchy, and voters actually want to listen to them.
The platform data bears it out: across our media programs, jingles regularly over-perform on completion rates. Our most recent political jingle had a sky-high completion rate of 86% in skippable inventory, more than doubling the industry standard of 40%.
This builds on our internal research where, after more than 10,000 trials, our jingles drove persuasion in a simulated judicial election better than any other type of ad.
Today, we’re excited to show a new way we’re using jingles - matching the genre of the jingle to an audience’s music preferences.
The innovative program
We’re working with Proximo, a large nonprofit organization, to support advocacy with Latino populations.
Proximo came to us with a message about how Washington is failing families on cost of living, health care, and taxes. We turned that message into a 30-second jingle, and then we turned that jingle into six different musical genres.
Listen to them all here.
And watch online here.
Give the audience what they want to hear
Every version is a 30-second cut carrying the same lyrics, built on tested messaging about cost of living, tax breaks for the wealthy, and cuts to Medicaid:
Tax breaks for them, not for me / Trump wants it and they agree
Tax breaks for them, not for you / Kick families off their health care too
Can’t afford la gasolina / Health care too, ni la comida
Politicians bow to Trump / Cut Medicaid down to the stump
Tax breaks for them, not for me / Our break? No está aquí
Tax breaks for them, not for you / Tell Congress what to do
We produced the jingle in six genres (pop, hip-hop, reggaeton, yacht rock, mariachi, and Tejano) and then placed each jingle with the audience who already enjoys that music. The ad fits seamlessly into their playlist on Spotify or Pandora. The same message can now reach a 55-year-old in South Texas as a Tejano track and a 24-year-old in Phoenix as reggaeton.
Also notable - most Spanish-language advocacy outreach translates one ad and runs it to an entire community. Tavern’s program meets each voter inside the music they chose five minutes ago.
Why we keep betting on the jingle
The overwhelming majority of an ad’s persuasion happens through the audio: we’ve detailed this research in the past and keep coming back to it. A melody is the oldest memory technology humans have.
If there’s a message your voters need to remember, we can put it in a jingle, in the genre they love. And we can get it in front of them, fast.
Get in touch.
