Facing a three-to-one cash disadvantage and newly redrawn district boundaries, Michigan’s House Republican Campaign Committee needed a precise digital strategy to maximize impact. Our approach helped defend all Republican incumbents and flip four Democrat-held districts, securing the only state legislative flip in the country. This included key victories in competitive Detroit and Grand Rapids markets, as well as Michigan’s Upper Peninsula, where Republicans won for the first time in over 40 years.

In Grand Rapids, we flipped the 44th District by emphasizing Steve Frisbie’s medical background to appeal to swing voters without alienating the base. In Detroit, Ron Robinson and Rylee Linting relied entirely on addressable cable and CTV, reducing costs per voter to just $0.96. Meanwhile, in the Upper Peninsula, we leveraged a candidate’s background as a local TV weatherman, using high-frequency CTV ads to maximize familiarity and trust.