After surveying the district, our strategy hinged on two factors: the 58.3% ethnically Hispanic population, and suburban and rural demographics. Through topical creative targeting, leveraging Spanish-language messaging, our digital program helped John gain the pivotal 3,000 votes to secure victory.
As the only Republican, a political newcomer and outsider that faced off against two Democratic incumbents, it was imperative for John to have a digital campaign that encompassed the demographic, ethnic, and economic interests of Arizona’s 4th Legislative District.
Through surveying the district, we realized the importance of the rural versus suburban cohort, and the large Spanish-language population. As a diverse district, our varied demographic targeting catered messaging to voters on issues they deal with on a daily basis, while posing John as a man of the people. Being the only candidate in the field to target Spanish-language voters allowed us to reach more than 25,000 unique voters who were inundated with only our messaging. Rather than using a “one-size-fits-all”, we strategically prioritized our advertisements and audiences to relay Joel John’s platform to voters.