Minnesota DFL Party

MN-8 Facebook Campaign

The Challenge

Minnesota’s Democratic-Farmer-Labor Party needed a way to entrench negative public opinion about Stewart Mills (Rick Nolan’s Republican challenger) that complemented existing messaging on television and elsewhere.

Our Solution

The DFL and the Rick Nolan campaign had already worked hard to promote Mills, known for his long hair and family fortune, as a party boy who was out-of-tune with the average Minnesotan. Our strategy further cemented this public opinion by taking advantage of Mills’ actual Facebook photos to show voters a side of Mills that his polished campaign tried to hide.

Facebook struck us as the most natural social media platform for this campaign: as voters are already sharing photos on Facebook, our ads had the greatest chance of earning an organic reach and being shared virally in the district. Using technology from Acxiom, we directly matched a list of MN-8 voters to actual Facebook users and then promoted the embarrassing photos directly to those voters.

The Result

Rick Nolan defeated Stewart Mills 48.5% to 47.10%. Our Facebook campaign produced:

  • Over 370k Impressions
  • Over 32k Clicks
  • .10% Post Like Rate
  • Over 5.5% Post Share Rate

With such a phenomenal share rate this campaign was a social media success that underscored existing messaging in other channels in a fresh, novel way.


Services Provided

  • Advertisement
  • Creative

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