Political campaigns are taking a page out of the brand marketing playbook for the upcoming midterms, hiring creators to reach voters across an increasingly disjointed media marketplace. This year’s midterms, political organizations campaigns and related companies started creator-led campaign work earlier, testing clipping strategies and working with more creators.
“Creators are more than just media personalities. They have become platforms themselves, with a direct line to the exact audience political campaigns need to reach,” said Zach Blume, co-founder of Portal A, a digital content and branded entertainment company that has worked with clients including elected Democratic San Francisco Mayors Daniel Lurie and Ed Lee, and Michelle Obama’s When We All Vote initiative.
And while the industry works around regulations that would otherwise apply to political ads, campaign strategists see the midterms as a new turning point.
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