In an era of election campaigns awash with unprecedented spending, it’s easy to assume that dollars alone win races. However, recent events suggest otherwise. A New York Times article detailing Donald Trump’s re-election campaign underscores the critical role of strategy—not just money—in securing a political edge. This insight aligns closely with a Resonate case study on using AI-powered data to engage hard-to-reach voter segments in battleground states. Together, these examples illustrate how precision and innovation in targeting can outperform sheer financial muscle.
The Trump Campaign’s Strategic Precision
The New York Times article highlights how Trump’s team leveraged streaming services to surgically target a segment they called “streaming persuadables”—undecided voters who disproportionately consumed content on platforms like Max and Roku. Despite being outspent by Kamala Harris’s campaign, Trump’s team maximized their resources by focusing on roughly 6.3 million undecided voters in battleground states. They used advanced voter modeling to match ads to individuals, avoiding the inefficiencies of blanket geographic targeting.
This strategic approach paid off. While the Harris campaign’s broader strategy diluted its impact, Trump’s campaign ensured every dollar counted by honing in on those who were most likely to sway the election. It’s a masterclass in targeted advertising—a hallmark of modern campaigns where understanding voter behavior and intent outweighs traditional methods.
Resonate’s AI-Driven Approach: A Case Study
Resonate’s recent collaboration with a political agency mirrors this emphasis on precision targeting. The agency’s goal was to engage low-information voters—predominantly young, Latino, and African-American—in key battleground states. These voters primarily consumed news through social media, making them elusive for traditional outreach methods. By employing Resonate’s AI-powered voter data, the agency developed a dynamic strategy that adjusted in real time to voter sentiment and news cycles.
Key Tactics
- Identifying Target Audiences: Using Resonate’s continuously updated data, the agency pinpointed young, low-information voters in states like Wisconsin and Florida. These insights enabled them to craft highly specific messaging.
- Boosting Positive News Stories: The campaign boosted 7-12 positive news stories weekly, tailoring the content to highlight achievements and address concerns of target audiences. For example, longer, more detailed stories outperformed shorter content, demonstrating the value of informative messaging.
- Targeting Specific States: Instead of spreading resources thinly, the campaign focused on battleground states, running localized stories for 2-4 weeks. High-performing stories were extended, ensuring optimal engagement.
- Multilingual Messaging: Recognizing the diversity within their audience, the agency crafted multilingual ads, combining English and Spanish for Latino voters in states like Florida and Arizona. This approach resonated deeply with these communities.
Lessons Learned: Strategy Over Dollars
Both the Trump campaign and the Resonate case study reinforce the idea that smart strategy can outmaneuver even the deepest pockets. Whether it’s leveraging streaming platforms or using AI to adapt to voter behavior, the key is precision.
In today’s political landscape, campaigns must move beyond static models and traditional outreach. Instead, they should invest in dynamic, data-driven approaches that allow them to engage voters on an individual level. By doing so, they not only maximize their resources but also build deeper connections with the electorate.
Read more about how one organization targeted low-information voters.
