Campaign Marketing Masterclass: What Marketers Can Learn from the 2024 Presidential Race

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With less than two months until November 5th, 2024, presidential campaigns offer valuable insights into effective marketing strategies. While 2008 saw President Obama revolutionize campaign marketing with his innovative use of online and social media tools, the Harris campaign in 2024 is offering its own creative tactics that energize supporters and demonstrate lessons marketers in any industry can learn from.

Spending for the 2024 political campaigns is projected to reach $12.3 billion, a 30% increase from 2020. Traditional advertising will account for 72% of that spend, while digital media will capture 28%—about $3.5 billion, nearly three times the amount spent in 2020. With the rise in cord-cutting and streaming, it’s surprising that even more hasn’t shifted to digital, where voters are increasingly engaged, providing a cost-effective way to reach them. According to the Trade Desk, streaming is now the primary way people consume TV.

Digital Advertising: Platforms like Meta (primarily Facebook and Instagram) are expected to see the most increased spending, with TikTok not allowing political advertising. Google is also forecasted to experience growth, with YouTube leading the way. Additionally, connected TV (CTV) is expected to see a significant rise in ad spend.

Meta Advertising: The Harris campaign is primarily using Meta for fundraising as the election approaches. In addition, the campaign has begun utilizing Facebook for awareness ads, specifically targeting voters on key issues. Several versions of these fundraising ads are running (Source: Facebook Ad Library), featuring vertical formats (optimized for mobile phones). Other versions use static images with color psychology to evoke feelings of joy and positivity.

Moreover, the campaign is creating ads designed to feel more organic, mimicking Instagram Stories and using Instagram Overlay Stickers to connect authentically with younger audiences. These ads are targeted specifically at audiences aged 18-24 in key battleground states like North Carolina.

Google Advertising:Through the Google Ads Transparency Center , it’s evident that the Harris campaign is using 15- and 20-second vertical ads on YouTube for awareness, targeting specific zip codes. For example, some ads target zip codes with predominantly Black populations, featuring tailored ad creative and messaging to resonate with those communities.

Organic Social Media: The Harris campaign is strategically leveraging social media, particularly TikTok and Instagram, to engage younger voters. The @KamalaHQ TikTok account, which evolved from the @BidenHQ page, has experienced substantial growth since Harris became the nominee on July 21, 2024. According to FanPage Karma, the TikTok account has gained 4.0 million followers, an 810% increase, with significantly higher engagement than average. The most popular post features a carousel with excerpts from popular pop songs "Femininomenon" and "Walk It Talk," resonating strongly with younger audiences.

Email and SMS: The Harris campaign is also using email and SMS for fundraising, utilizing personalized content based on recency, frequency, and monetary value. Messages are tailored to highlight how many donations a supporter has made and when the last donation occurred. Additionally, the campaign employs two unique approaches:

1. Cross-Platform Engagement: Emails feature posts from social platforms like Twitter (now X) to drive engagement on social media.
2. Email Deliverability: In an effort to improve email deliverability, the campaign sent an email asking recipients to reply, with the subject line, "please reply to this email." This tactic ensures that messages are more likely to avoid spam filters and reach inboxes.

Key Takeaways for Marketers:

1. Innovation and Impact: Revolutionary approaches to new media can set a brand or campaign apart, making it essential for marketers to explore novel tactics.
2. Adaptability: Studying successful campaigns provides valuable insights into strategies that can be adapted across different industries.
3. Digital Shift: As digital ad spend continues to grow, it's vital to incorporate robust digital strategies into marketing plans.
4. Cost-Effectiveness: Digital media offers a cost-effective way to reach audiences, making it a smart investment for marketers looking to maximize ROI.
5. Platform Selection: Choosing the right platforms for ad spending is crucial in competitive environments.
6. Emerging Trends: Staying aware of new ad platforms and formats, like CTV, helps marketers stay ahead of the curve.
7. Precision Targeting: Personalized and well-targeted ads are key to enhancing campaign effectiveness.
8. Visual Strategy: Utilizing color psychology and engaging, authentic ad formats can boost the emotional impact of marketing efforts.

As the race heats up, marketers should keep an eye on how political campaigns are using innovative techniques to capture attention and drive action.