Taking on an institution.
Taking on an incumbent is no easy feat, but that's exactly what Ashley Gantt did in 2022, scoring an upset victory against a political institution.
GOP money in a Democratic district.
District 109 represents some of Miami-Dade's most prominent Black and Caribbean communities, including Liberty City, Overtown, and Opa-Locka.
For years, the district had been represented by an incumbent who had become one of the Republican legislature's most reliable Democratic votes on key issues. This penance for siding with house leadership brought the incumbent substantial outside support from GOP-funded political committees.
New voters, new playbook.
MDW identified some key trends in the district's demographics. One of the fastest growing voter segments were working-class Hispanic voters, along with more affluent Anglo voters who lived in the district's slice of downtown Miami.
We utilized these insights by creating a micro-targeted digital program in Spanish, as well as social media ads focused on the district's growing downtown population.
Through direct mail, MDW crafted hard-hitting mailers that brought the incumbent to task over his conservative voting record.
Each mail piece was supplemented with an MMS campaign that helped amplify our message and improve mail recall.
