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How the Trump Campaign Built an Identity Database and Used Facebook Ads to Win the Election
Article

How the Trump Campaign Built an Identity Database and Used Facebook Ads to Win the Election

Medium, 2017

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Editorial Rating

7

Qualities

  • Controversial
  • Applicable
  • Eye Opening

Recommendation

What factors contributed to Donald Trump’s win of the 2016 US presidential election? No single, simple answer will suffice, but Trump’s cutting-edge digital strategy appears to have played a critical role, and political campaigners and marketers are likely to study and hone the model for years to come. Consumer protection litigator Joel Winston presents a jaw-dropping, behind-the-scenes look at the development of this remarkably successful digital operation. While always politically neutral, getAbstract recommends Winston’s eye-opening account to anyone interested in the mechanics of politics and digital advertising.

Take-Aways

  • The digital operations division of the 2016 Trump presidential campaign served as its strategic and fund-raising engine.
  • The campaign developed sophisticated, microtargeted ads disseminated over social media, particularly Facebook, to reach potential voters.
  • The campaign built a massive database, called Project Alamo, which contained detailed information on 220 million US residents.

About the Author

Joel Winston is a consumer protection litigator and former deputy attorney general for the State of New Jersey.