All the campaigns have been targeting women -- it's one reason Obama campaigned with Oprah Winfrey. But Clinton strategists found that their candidate did particularly well among women who were unsure whether they would participate in a caucus.
The most common reason women said they were hesitant to attend caucuses was that they didn't know what would happen. EMILY's List launched a website called You Go Girl -- the one linked in banner ads on the Iowa Google searches -- to educate voters.
Another reason some women said they might not attend caucus sessions was family obligations such as providing dinner. So the website offers "caucus-night recipes," including chicken-noodle and taco casseroles.
Other campaigns are buying Google ads, but typically they are linked to political search terms, not consumer preferences.
"We wanted to find women where they live online," said the technology guru at EMILY's List, Maren Hesla. "If we can increase caucus attendance by just 5,000 statewide, that could make the difference in a race like this."
One ad displays a picture of a Cedar Rapids mother, Sarah Jankwietz, and a quote: "I want to caucus for Hillary but don't know how."
Jankwietz, 45, is a stay-at-home mother of two. Photos of her 10-year-old son in his soccer uniform adorn her refrigerator. Anna, a month shy of 18, is heading to college next year.
Clinton's positions on the issues are in sync with what matters to Jankwietz and her daughter -- the war, and "families and children, women's issues." So she agreed to help with ads.
A mailer featuring Jankwietz and her daughter arrived in her mailbox last week. She answered the phone the other day and heard her own voice explaining why she is supporting Clinton. Friends call and e-mail her telling her when they hear her on the radio or receive mailings.
Jankwietz has always voted. But as she says on the mailers, "I've never been to the caucus." That will change Jan. 3. "This is the first year my daughter, Anna, can vote, and I want to be a good role model," she says on the mailer. Both will be supporting Clinton on caucus night.
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tom.hamburger@latimes.com
dan.morain@latimes.com
Hamburger reported from Washington and Morain from Iowa.
