With a campaign focused on putting people ahead of special interests, Nanette Diaz Barragan won one of the most surprising upsets in California congressional history, beating an incumbent state senator with a power committee chairmanship and the endorsement of almost every member of the California political establishment by an impressive four-point margin.
In order to show Barragan as a progressive with an outsider’s perspective, SKDK launched a strategic earned media campaign, which helped Nanette secure the endorsements of every major newspaper serving the district and several major national progressive organizations.
When attack ads against Barragan went up, SKDK was ready with cost-efficient, radio and digital ads in both English and Spanish, which told the Latino community about Barragan’s record as a champion for children and immigrants.
Widespread endorsements, coupled with the ads, helped drive unprecedented grassroots fundraising that ultimately helped Barragan overcome the major fundraising advantage her opponent had grown early on. This once-in-a-generation victory is a testament to the strength of Barragan’s campaign and an electorate that is rapidly changing in California.
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