Hi there,

My name is Maxwell Nunes, and I’m the Director of Digital Paid Media at Pete for America. In the past, we’ve talked about how important a strong paid media program is to our campaign.

Today, I wanted to give you a deeper look into how we think about our digital program and why your support is so important to its success and the success of the campaign overall.

PFA Digital Paid Media Strategy

1. Make sure we have one of the biggest paid media programs in the primary
2. Optimize our ads to the right audience
3. Run a broad program across all online platforms

Before we dive in, I’m going to ask for a donation of any amount so we can sustain all of our programs through Iowa, through the rest of the early contests, and to the White House. [[link removed]]
Our paid media campaign has been one of the biggest in this primary. We’ve known two key things from the beginning of this campaign:

1. Pete didn’t start with the big email list or national name recognition of someone who has spent decades in Washington.
2. The more people hear from Pete, the more they like him.

So it was our goal from day one to construct a major program to help spread awareness of Pete and his message, and that requires resources. With your support, we were able to do this throughout 2019 and ran the top program among top-tier candidates both in bringing new people on to Team Pete and spreading Pete’s message in key places.

Now in 2020, our aim is the same: to run the best program and give the most people in early states and around the country the opportunity to learn what we already know about Pete -- that he should be our next president -- and to join the movement.

At the same time, we run a highly optimized program that makes sure we’re spending every dollar well. We’ve invested in tools and partnerships that help us understand how effective our programs are, and allow us to make changes quickly to maximize our efficiency. What I’m most proud of is that we’ve built a team with deep expertise in the most important platforms we advertise on.

And we set efficiency goals and prioritize getting the most value out of the advertising we run, since spending the most doesn’t always mean spending the smartest. That means the support you give us ultimately goes as far as it possibly can.


Last but not least, we’re running a broad program, in line with Pete’s message of inclusion and belonging, and the importance of meeting Americans where they are.

In the digital world, that means realizing how diverse Americans are in where we spend time online, where we get our news, and how we watch TV and other media. Our digital programs must be there -- whether that’s on Facebook, YouTube, or other platforms, whether it’s on phones, computers, or smart TVs, and whether it’s on channels traditionally thought of as left-leaning, or not -- and always with content that’s meaningful and tailored to the audience.

I’m so proud of the team and program we’ve built, and so grateful for the support we’ve received to allow us to get to this point.

But with the first contests just weeks away, being able to continue to have the strongest possible digital paid media program has never been more important. That’s why I’d like to ask you to make your first contribution today to help keep us in this strong position:

DONATE [[link removed]]

Thanks for being a part of the team and we’ll see you online!

Maxwell

Maxwell Nunes
Director of Digital Paid Media
Pete for America

Pete for America
PO Box 1226
South Bend, IN 46624
United States

Paid for by Pete for America.

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