Priorities USA Action
The Digital Campaign to Re-Elect President Obama
Early in 2011, former White House aides formed a group—Priorities USA Action—dedicated to the reelection of President Obama. With economic factors that made President Obama’s road to reelection seem unlikely, and a coalition of well-funded Republican groups, the challenges facing the Priorities team were enormous and the path to success incredibly narrow. Priorities USA Action needed a digital strategy that was smarter, more nimble and more efficient than its well-financed opponents in order to beat Mitt Romney in the 2012 Presidential election.
GSG delivered highly targeted, powerful videos featuring former workers telling stories of lost livelihoods due to Romney’s Bain Capital in nine key battleground states. In total, our digital components generated more than 300 million impressions, 44 million video views and more than 1.5 million visits to the Priorities websites. On YouTube, Priorities’ videos were viewed over 10 million times, more than all the video views recorded by GOP Super PACs American Crossroads, Crossroads GPS and Restore Our Future combined.
On November 7, 2012, President Barack Obama was re-elected to his second term. The President won all nine states where Priorities USA Action and GSG had focused digital resources, by an average margin of more than 4 points.