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

Joel Winston
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.

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