REKINDLING FAITH IN THE DEMOCRATIC PARTY

Rebuilding Trust with Black Leaders while Mobilizing a Suburban-Rural Coalition in MI-08

In a key race for an open seat, Spero Studio partnered with the DCCC to deliver a decisive victory for Democrat Kristen McDonald Rivet in Michigan’s 8th Congressional District. With strong messaging and a strategic digital turnout program, we overcame challenges including low voter turnout among key groups, economic messaging hurdles, and a reported disconnect between Black leaders and the Democratic Party. This campaign demonstrated the power of coalition-building and resonant storytelling in a competitive swing district.

The Landscape

A Competitive Swing District with Unique Challenges

MI-08, a 53.5% DPI district, sits in Eastern/Central Michigan and is defined by its diverse geography and voter base:

  1. A White-majority district with significant suburban (65.8%) and rural (32.8%) populations.

  2. Voters over 40 comprise more than half of the registered electorate, while turnout among younger voters and voters of color lags significantly (e.g., turnout among voters under 40 dropped from ~54% in 2020 to ~35% in 2022).

  3. Flint and surrounding areas represent a critical opportunity to engage voters of color, especially Black voters, who face apathy stemming from a lack of relationship-building with the Democratic Party.

  4. Presidential mobilization and heightened attention from open House, Senate, and Presidential races in Michigan created an environment ripe for early and robust paid media efforts.

The Challenge

Rebuilding Trust and Mobilizing Turnout

Kristen McDonald Rivet’s campaign faced multiple hurdles:

  • Overcoming low turnout among Black and younger voters while engaging suburban and rural communities.

  • Addressing voter concerns about rising costs, gun safety, and economic opportunity in a way that resonated across demographics.

  • Rekindling trust among Michigan’s Black leaders and communities through meaningful engagement.

Our Approach

Amplifying Local Voices, Fostering Belonging

We focused on storytelling and coalition-building to rebuild trust with Black voters while addressing economic and safety concerns across the district.

Key Themes:

  • Economic Relief: Ads like "Building Our Futures" and "People Over Profits" highlighted Democratic policies aimed at lowering costs, fighting corporate greed, and expanding opportunities for families.

  • Community Safety: The "Safe Communities" ad addressed gun violence and emphasized Democrats’ commitment to common-sense gun laws.

  • Personal Stories: Messaging showcased the direct impact of Democratic policies on local families, reinforcing the tangible benefits of electing Democrats.

Sample Messaging:

  • "Building Our Futures" (30s): Focused on affordable living, accessible education, and opportunities to thrive in Michigan.

  • "Safe Communities" (30s): Highlighted Democrats’ fight for universal background checks and red flag laws to protect neighborhoods and schools.

  • "People Over Profits" (30s): Addressed the fight against corporate greed and Big Pharma to reduce costs for essential goods and healthcare.

Media Strategy

Digital Turnout Program

Given the crowded primary and the high cost of Flint’s media market, the campaign concentrated on a digital-first strategy during the final six weeks:

  • OTT/CTV Ads: Targeted younger and suburban voters with high-frequency, issue-driven content.

  • Social Media: Engaged Black voters with relatable narratives, focusing on economic relief and community safety.

  • Localized Messaging: Concentrated efforts in urban areas like Flint to reach low-propensity voters and build trust among Black communities.

The Results

Kristen McDonald Rivet delivered a commanding win:

  • Victory Margin: Secured a nearly 30,000-vote lead in a competitive swing district.

  • Turnout Success: Increased participation among voters under 40 and voters of color, addressing key turnout challenges.

By amplifying local voices, addressing specific voter concerns, and fostering a sense of belonging, the campaign reconnected voters with the Democratic Party. Kristen McDonald Rivet’s victory in MI-08 is a testament to the importance of trust-building and community-centered messaging in securing wins in competitive districts.