GPS began working with Tallahassee Mayor Andrew Gillum as one of his original team members in 2017, when he was considered a long-shot candidate for the Florida governor’s race.
After Mayor Gillum’s win in the primary, GPS furthered our involvement to not only manage the digital strategy for the campaign, but also to provide leadership and structure throughout the entire team
Specific to digital, GPS focused on driving fundraising (raising $5,964,839.88 from contributions $250 or less) and mobilizing key constituencies throughout the state, with a focus on capturing early votes in targeted geographic regions. GPS also supported a robust social media program that incorporated story-telling from Mayor Gillum, his surrogates, and his supporters on the ground.
GPS ran a TV reach extension campaign, boosting the reach of their TV buy in their Tier 1 markets (4 primary TV markets) and Miami. GPS also produced graphical and video content to help mobilize key audiences, including African American voters, non-Cuban Hispanic voters, and new registrants. Given Mayor Gillum’s national profile and popularity, the campaign also relied on search to capture information seekers on Andrew and his campaign, and ran a promoted posts budget to engage with supporters online and bolster the campaign’s message of the day.
Even though Mayor Gillum came up short in his bid for the Governor’s office, digital proved key to the campaign’s mobilization, fundraising and primary success. GPS delivered over 115 million impressions to key targeted groups across the state and raised millions of dollars online.