CASE STUDY:

PETE FOR AMERICA

Breaking Through in Presidential Politics

CHALLENGE:

Launch a relatively unknown mayor onto the national stage in a crowded Democratic primary field.

APPROACH:

As Digital Director for Partners & Surrogates and National Platforms Director, DJ Koessler, developed social media and digital rapid response strategies that helped to position Pete Buttigieg as a viable candidate for President and a rising star in Democratic politics.

KEY STRATEGIES:

  • Built and led the campaign’s social media and digital rapid response teams

  • Served as the candidate's digital voice during critical campaign moments

  • Crafted daily messaging and rapid response guidance for high-profile supporters across political, military, sports, and entertainment sectors

  • Led organic content strategies for all primary debates

  • Collaborated with policy teams to develop messaging on complex issues including economics and international affairs

RESULTS:

  • Generated unprecedented digital engagement for a candidate with low national name ID

  • Successfully positioned the campaign for historic breakthrough moments

  • 44 million video impressions on Snapchat in a single day during primary debates

  • Helped Pete Buttigieg become the first millennial and first openly LGBTQ+ American to win a presidential primary contest

IMPACT:

Pete Buttigieg became a nationally-recognized political figure and a leading voice in Democratic politics, demonstrating the power of strategic communications in high-stakes environments.