Barack Hussein Obama: 44th & current President of the United States Born: August 4, 1961; Honolulu, Hawaii First African American to hold office Education: Graduate of Columbia University and Harvard Law School Worked as: Civil rights attorney Junior United States Senator from Iiinois 2009 Nobel Peace Prize laureate

2. • Barack Hussein Obama: 44th & current
President of the United States
• Born: August 4, 1961; Honolulu, Hawaii
• First African American to hold office
• Education: Graduate of Columbia University
and Harvard Law School
• Worked as: Civil rights attorney
• Junior United States Senator from Iiinois
• 2009 Nobel Peace Prize laureate

3. Situation Analysis
• 2008 Presidential election, The United States
of America
• Opponent: Arizona Senator John McCain

4. Objective of the Campaign
• To elect him as the President of the United
States of America

5. Strategies and Execution

6. Branding
• Extensive use of logo
• Logo- Circle, with the center
suggesting a sun rising over fields in
the colors of American flag
• Slogan- “Change we believe in”
• Chant- “Yes we can”
• Hope poster- Stylized portrait of
Obama in solid red, white and blue;
iconic image of Barack Obama

7. Media Campaign- Innovations
• Use of Internet
• Targeted 18 to 29 years old
• Forums and Social media websites-
MySpace & Facebook- built
relationships with supporters
• Neighbor to neighbor
tool(My.BarackObama.com)- Reach
large people in short time

8. Media Campaign- Innovations
• Consumer Marketing- target individuals with
customized information
• A/B Testing
• Surveys
• Policies were made online and updates were
sent to subscribers
• Online call tool- over one million calls were
made

9. Television advertisements
• After becoming nominee,
Obama began a biographical
commercial campaign
emphasizing his patriotism
• Advertisements ran in 18 states
• 30 minute infomercial “American
Stories, American Solutions”-
30.1 million viewers

10. Campaign songs
• “City of Blinding Lights”- played during
speeches
• Bruce Springsteen’s The Rising- played during
rallies
• Ben Harper’s “Better Way”- played at events
throughout campaign
• “Yes We Can” by will.i.am, Black Eyed Peas

11. Fight the Smears website and Email
Campaign
• Website to counter what the campaign
described as smears by his opponents.
• Site provided responses to the issues.
• NSSF’s proprietary Shot Show media email
contact list- “National Hunting and Fishing
Day”

12. Results
• On November 4, 2008, Obama won the
election, making him the President-elect and
the first African American elected President
of the United States- 53% Votes
• Obama was voted Advertising Age
magazine’s “Marketer of the Year” by
members of the Association of National
Advertisers.

13. Thank you.