About
FP1 is proud to have served as the media consultant to Preserve America PAC’s IE, which invested more than $100 million to help President Trump win the “Blue Wall” states of Pennsylvania, Wisconsin and Michigan.
Problem
Our team at Preserve America PAC was planning an assault on Joe Biden’s failed liberal record and unfitness to serve another four-year term. Given his weakness in the Sun Belt, Biden had one path to 270 electoral votes that required him to carry the Blue Wall. Our advertising buy, which was concentrated in Pennsylvania, Wisconsin and Michigan, was scheduled to begin during the Olympics. Our planned first ad featured three combat wounded veterans who made a powerful argument that a strong America can’t have a weak President. A second planned ad featured an African American sanitation worker who called Biden’s record the worst trash he’d ever seen.
The worst debate performance in American history turned the political world upside down and rendered our best laid plans and ads irrelevant. After Nancy Pelosi, Barack Obama and the media forced Joe Biden to end his candidacy, we had to turn on a dime to stop Kamala Harris from running away with the race. Fueled by fawning media coverage and bucket loads of liberal campaign cash, Kamala Harris emerged in the summer as a serious threat to win the presidential election.
Solution
In designing our television and digital advertising strategy, we had three objectives:
- Define Kamala Harris as a dangerously liberal Democrat.
- Relentlessly remind voters that Kamala Harris was Joe Biden’s border czar and that she was a soft-on-crime liberal who had coddled violent criminals and illegal immigrants.
- Connect Kamala Harris’ support for government handouts to illegals to the economic pain voters were feeling from Bidenomics and 20% inflation.
Our 10-spot message progression on television featured testimonials from the Vice President of the National Border Patrol Council, a nurse from a border town, parents of children killed by criminal illegal immigrants, two Minnesota cops who were outraged that Kamala Harris had cheered on the burning of America’s cities in 2020 and raised money to bail rioters out of jail, and a blue-collar worker and suburban mom who expressed their anger that Kamala wanted to spend their tax dollars on hotel rooms and sex changes for illegal immigrants, while they were getting crushed by inflation and higher taxes.
For social media, we ran two separate tracks of advertising. One track was dedicated to using Kamala Harris’ own words to define her as a radical Democrat. We effectively educated voters that Kamala had been rated the most liberal U.S. Senator, that she supported a ban on fracking, warmly embraced Bidenomics and wanted to decriminalize illegal border crossings.
The second track of social media advertising was focused on women voters. Throughout the campaign, our polling data indicated that women were a potential problem for President Trump in the Blue Wall states. We filmed several moms attacking Kamala Harris for casting the tiebreaking votes for Biden’s reckless spending bills that created 40-year high inflation and for her soft-on-crime and open border policies that put American families in danger.
In designing our television and digital advertising strategy, we had three objectives:
- Define Kamala Harris as a dangerously liberal Democrat.
- Relentlessly remind voters that Kamala Harris was Joe Biden’s border czar and that she was a soft-on-crime liberal who had coddled violent criminals and illegal immigrants.
- Connect Kamala Harris’ support for government handouts to illegals to the economic pain voters were feeling from Bidenomics and 20% inflation.
Our 10-spot message progression on television featured testimonials from the Vice President of the National Border Patrol Council, a nurse from a border town, parents of children killed by criminal illegal immigrants, two Minnesota cops who were outraged that Kamala Harris had cheered on the burning of America’s cities in 2020 and raised money to bail rioters out of jail, and a blue-collar worker and suburban mom who expressed their anger that Kamala wanted to spend their tax dollars on hotel rooms and sex changes for illegal immigrants, while they were getting crushed by inflation and higher taxes.
For social media, we ran two separate tracks of advertising. One track was dedicated to using Kamala Harris’ own words to define her as a radical Democrat. We effectively educated voters that Kamala had been rated the most liberal U.S. Senator, that she supported a ban on fracking, warmly embraced Bidenomics and wanted to decriminalize illegal border crossings.
The second track of social media advertising was focused on women voters. Throughout the campaign, our polling data indicated that women were a potential problem for President Trump in the Blue Wall states. We filmed several moms attacking Kamala Harris for casting the tiebreaking votes for Biden’s reckless spending bills that created 40-year high inflation and for her soft-on-crime and open border policies that put American families in danger.
Results
On November 5, 2024, Donald J. Trump carried Pennsylvania, Michigan and Wisconsin and was elected the 47th president of the United States. Our television and digital advertising complemented the efforts of the Trump campaign and had a significant impact in this drama-filled election. Our IE was unique in deploying testimonial ads featuring relatable Americans. Our ads spoke to the concerns of voters over the border, crime and inflation and delivered devastating blows to Kamala Harris’ image. We’re grateful to Dr. Miriam Adelson for generously funding this important super PAC, and we are proud to be part of a consulting team that included Josh Holmes, Michael Duncan and John Ashbrook of Cavalry, pollsters Dave Sackett and Adam Geller, and Dave Carney who served as the chairman of Preserve America PAC.
On November 5, 2024, Donald J. Trump carried Pennsylvania, Michigan and Wisconsin and was elected the 47th president of the United States. Our television and digital advertising complemented the efforts of the Trump campaign and had a significant impact in this drama-filled election. Our IE was unique in deploying testimonial ads featuring relatable Americans. Our ads spoke to the concerns of voters over the border, crime and inflation and delivered devastating blows to Kamala Harris’ image. We’re grateful to Dr. Miriam Adelson for generously funding this important super PAC, and we are proud to be part of a consulting team that included Josh Holmes, Michael Duncan and John Ashbrook of Cavalry, pollsters Dave Sackett and Adam Geller, and Dave Carney who served as the chairman of Preserve America PAC.
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