Push was presented with the opportunity to head up all digital work for Marco Rubio for President. We previously worked on Rubio’s Super PAC, Reclaim America, during the 2014 cycle, so it was a natural transition to begin working on the presidential campaign.
We planned on pursuing an aggressive digital strategy, but we knew the biggest obstacle would be acquiring adequate funds for digital. Luckily one of our biggest strengths is raising money online–we raised $20 million.
The biggest difference in the Rubio campaign compared to his opponents was the amount of content we pushed out everyday. We viewed the digital operation as more of a media company. The website had a BuzzFeed-style feel to it, with eye-catching graphics, click-bait headlines, and more than just the ‘cookie-cutter’ work other candidates used.
Our advertising strategy can be summed up in one word: money. Everything we did had the goal of getting money back in the door. All of our efforts were direct response, whether that was building our email list or fundraising. We focused on maintaining a strong ROI (see below) and ensuring that every dollar spent brought $2 back.
Unfortunately, Marco Rubio did not end up as the GOP nominee; suspending his campaign after the Florida Primary in March. But we were there every step of the way—constantly optimizing, watching, reading–doing really great work for the campaign. It was an intense, rewarding experience. And it’s truly amazing when you look at the numbers: 685% overall ROI 25,000,000 page views/$500,000 merchandise sold through online store.