September 25, 2019
According to the latest Des Moines Register polling, Senator Elizabeth Warren (D-Massachusetts) has surged—narrowly overtaking former Vice President Joe Biden and distancing herself from fellow progressive Senator Bernie Sanders (I-Vermont).
Indeed, Warren now holds a 2-percentage-point lead over the previous frontrunner, Biden, with 22% of likely Democratic caucus-goers saying she is their first choice for president. And she “has a plan” to keep their votes—and build on that growing base.
On Tuesday, September 24, Warren’s presidential campaign announced that it planned to spend at least $10 million on a TV and digital ad campaign in “early-states” including Iowa, New Hampshire, Nevada and South Carolina
The campaign told Politico that a digital ad campaign would begin immediately and that the entire buy will ramp up over the next few months. The campaign declined to say when its spending on digital and TV ads would reach eight figures.
“Right now, our biggest expense as a campaign is our staff, but as the campaign heats up, it will be on media to reach potential voters,” Campaign Manager Roger Lau wrote in a memo emailed to supporters Tuesday morning. The campaign “will be more digital than old-school broadcast television.”
The campaign also released three ads on Tuesday—15-second, 30-second, and 60-second— which highlight Warren’s policy plans and her intention to crack down on corruption in government, Politico reported.
The longest one finishes with footage from Warren’s recent rally in New York City and concludes with her saying, “It’s corruption: pure and simple. We must root it out and return our democracy to the people. And yes, I got a plan for that.”
“We have built an in-house staff to produce videos and ads rather than adopt the consultant-driven approach of other campaigns (and the big commissions and fees that come along with it),” Lau wrote, according to the news outlet.
Warren is one of several candidates who have recently announced at least part of their strategy for the final months before the Iowa caucus next February.
The memo highlighted Warren’s tactical choices, such as investing early in organizers and integrating its data and tech teams in-house. Both moves have been praised by Democratic activists in early states and some digital organizers. Politico said
Research contact: @politico