President Barack Obama: Obama for America

This case study describes the research and messaging strategy of Obama for America, the re-election campaign of President Barack Obama during the 2012 US presidential election.

President Barack Obama: Obama for America

Obama for America Media Team: GMMB, AKPD Message & Media

Business situation and campaign objectives

Although our singular objective was clear - re-elect President Obama - our path to that victory was anything but. From the outset, we faced serious headwinds. The economy was still suffering from the worst financial crisis in a generation. The Citizens United decision had unleashed corporate and special interest money and realistic estimates (which ended up being accurate) projected that opponents of the President would spend over $500 million on negative advertising to deny him reelection. We'd lost ground...

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