Somos PAC and Priorities USA Action Launch $5 Million Digital Ad Program, The Margins Project, Designed to Target Marginal Latino Voters in Key Battleground States
The Multi-million Dollar Bilingual Ad Campaign Aims to Bridge the Growing Digital Gap in Latino Voter Outreach in Underinvested ZIP Codes in Support of Vice-President Harris and Governor Walz
Washington, DC (August 27, 2024) – As first reported in Playbook, Somos PAC and Priorities USA Action launched a joint $5 million bilingual digital ad program, The Margins Project, targeting Latino voters on the digital margins in key battleground states. The Margins Project is also the largest independent digital ad campaign to launch in support of the Harris-Walz ticket since the Democratic National Convention.
The bilingual ad campaign will center on pivotal issues that resonate with Latino voters including the economy, abortion rights, and immigration, highlighting the accomplishments of Vice President Kamala Harris and contrasting that to Donald Trump’s extreme policies. The ads will run across various digital platforms, with major investments in YouTube, and specifically targeting marginal Latino voters in previously underinvested ZIP codes to ensure that all Latino voters, regardless of ZIP code, are engaged in this political cycle. As demonstrated by Equis Research findings, YouTube is the most critical platform for reaching Latino audiences, where Latino audiences spend 2x the time compared to non-Latino adults.
The multi-million-dollar digital ad program was designed to bridge the growing digital gap in Latino voter outreach that traditional paid media efforts often overlook. While traditional programs focus on reaching Latino voters online by targeting zip codes with a high population of Latinos, this program is specifically designed to reach the growing majority of Latino voters who live in less-densely Latino-populated ZIP codes.
“Excitement and a strong desire to learn more about Kamala’s economic vision continues to grow among Latinos both on the ground and online,” said Melissa Morales, President and Founder of Somos PAC. “We need to match that online excitement with investment and reach every Latino voter, especially those who typically don’t hear from us online. That’s why we are excited to partner with Priorities USA Action to launch the Margins Project as part of our effort to create a surround sound that reaches Latinos in every possible way. Latino voters have the power to decide elections, especially on the digital margins where the smallest shift can have the biggest impact. Over the next 70 days, we are determined to knock on over 3 million doors in support of Kamala Harris and plan to layer that ground game with even more investments online.”
“Priorities USA and Somos have been working together closely for months now to make the Margins Project a reality, because the only way that Democrats can win is to drive up margins with targeted voters that are traditionally left behind,” said Nick Ahamed, Deputy Executive Director, Priorities USA. "We have been working to perfect this digital strategy at Priorities in order to reach, persuade and mobilize every Latino voter, particularly those who are often not targeted in traditional paid media programs. Our strong partnership with Somos year after year has set us up to deliver innovative digital strategies that will deliver a victory for Kamala Harris and Tim Walz this fall."
The announcement comes after a recent poll by Somos PAC, conducted by BSP Research, which found that Vice President Kamala Harris strengthened and consolidated her lead among Latinos voters in key battleground states against Donald Trump and has a clear path to earn support from an even larger share of Latino voters. The poll also found Kamala Harris receiving the highest levels of support from Latinas and young Latinos.
Separately, earlier this year, Somos Votantes and Priorities USA, the sister organizations of Somos PAC and Priorities USA Action, launched the first-of-its-kind nonpartisan YouTube bilingual creator program to target Latino voters.
Somos PAC and Priorities USA Action have previously been recognized for their award-winning digital outreach strategy, winning Best Online Video for Independent Expenditures at the 2024 Reed Awards. And in 2023, Somos PAC and Priorities USA Action announced they were partnering to expand their efforts on YouTube to reach Latino voters.
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About Somos PAC
Somos PAC is a Latino-led, Latino-focused organization that runs some of the largest independent Latino voter engagement programs in the country. Our mission is to empower hard working Latinos in shaping the future of our democracy by increasing our participation in elections and by electing progressive candidates. Visit https://www.somosvotantes.com/ for more information and follow us on Instagram, Facebook, and X.
About Priorities USA Action
Priorities USA is a Democratic Super PAC focused on digital advertising and building digital infrastructure for progressive partners and allies over the next decade. Priorities runs large-scale, effective digital voter mobilization and persuasion campaigns in key battleground states, while building and investing in cutting edge research and data, training, and tools to grow and expand the Democratic electorate.