A three-decade drought.
In 2025, Eileen Higgins made history, becoming Miami's first woman mayor — and the first democrat to win in nearly 3 decades. Outperforming Kamala Harris by 17pts, Higgins defeated a Trump-endorsed Republican by a record margin.
81% against her.
Eileen started the race as an underdog — a democrat had not been elected mayor for nearly three decades. She also faced some of the biggest names in Miami politics, including two former mayors and three former commissioners.
To understand how unlikely a democratic victory was, just look at the prediction markets: For the first few months of 2025, Kalshi's odds of a Republican winning the Mayor's seat was sitting comfortably at 81%.
One message, two languages.
MDW's data-driven strategy started with digital polling. Our bilingual surveys, collected through email and MMS, provided critical insights that shaped the campaign's core message: ending corruption and making Miami more affordable.
Our team crafted a highly effective direct mail and digital persuasion program that amplified this message through bold creatives and precise targeting.
The campaign also utilized a multilingual strategy to communicate with such a diverse electorate, putting a strong focus on Spanish language CTV and OTT streaming ads.
