4. The campaign The Obama campaign led by David Plouffe and David Axelrod knew one thing.....engage with the voter base, and do it now. Social Media and it’s demographic base was beginning to resonate with 16 - 20 year olds, passionate about the web, technology and finally being heard. It was the teenagers dream finally coming true. The Obama team seized upon the moment and started to engage. They engineered their communications around engaging this audience, and making them the “Message Champions”.