How Obama Won America

It’s been the most amazing journey In 2000 Barack could not even get a pass for the Democratic Convention… … but in 2004 he gave a single speech that struck a cord… … and had a piece of remarkable good fortune… … that saw him elected to the Senate, but a freshman & the only African American in the chamber

Who created a message and built a machine

Which achieved remarkable results 365 electoral votes 66% of the under 30 vote 68% of first-time voters 66% of Hispanic voters 69.4 million voters for Obama 56% of women 50% of men

The Electoral College map only tells half the story

And here’s how he got there

10 Marketing Communication Lessons

A clear, simple message

Personal stories

Camp Obama

The power of positivity

“ At the core, Obama’s best message has always been this: He is unconnected with the tired old fights that constrict our politics”. David Brooks, NY Times 26 August 2008, from the Denver Convention

Don’t obsess over the competition

Money talks

Total raised $1bn Obama $640m In September $150m Ave cost per vote $10.32

TV isn’t dead

TV spend in Oct $100m 30” infomercial $5m Viewers 30m

Talent imitates…

John McCain, 1999

Howard Dean, 2004

Manage Your Reputation

Embrace Media, New & Old

Wordle.net representation of Altogether Digital homepage

Build viral into your content’s DNA

Let go of your brand

Thank You

Thank you