Case Study
National GOTV Mobilization
Precision narrative and IP-targeted digital strategy engaged Muslim voters at scale during the most saturated political ad environment in US history.
Context
In the final days of the 2020 presidential cycle and subsequent Georgia Senate runoff, Muslim voters in key swing states remained both highly consequential and historically under-engaged by national campaigns. At the same time, the digital advertising environment had reached unprecedented saturation, with major platforms restricting or limiting political advertising access.
The challenge was to reach and motivate a narrowly defined, high-priority audience under extreme time constraints while ensuring message relevance, delivery precision, and measurable engagement.
Strategic Insight
Broad, platform-dependent political outreach was increasingly inefficient in late-cycle conditions. The opportunity was to combine culturally resonant narrative framing with precision household-level targeting that could bypass platform congestion and reach verified voters directly.
Equally important was addressing voter apathy through message architecture that reframed the perceived impact of individual participation.
Approach
I led the narrative and digital strategy for a rapid-response GOTV initiative spanning multiple swing states. Key elements included:
Developed a culturally informed persuasion narrative tailored to Muslim voters in high-priority regions
Pivoted media strategy to IP-based household targeting when major platforms restricted political ads
Prioritized short-form persuasion creative after testing showed higher completion rates
Structured media deployment to maintain high-frequency exposure during the final decision window
Coordinated creative, media, and analytics partners under a compressed production and launch timeline
Measurable Impact
Presidential Cycle (Florida focus)
242,808 impressions
100,007 completed video views
41% video completion rate
Engagement significantly above typical political benchmarks
Georgia Senate Runoff
579,692 total impressions
244,792 completed video views
63% aggregate video completion rate
75% completion on 15-second creative
0.67% CTR (display ~7× industry benchmark)
Efficiency
Reached 100,000+ targeted Muslim voters in final presidential push
Maintained high-frequency exposure during the critical decision window
Platform partner described results as “absolutely unprecedented” for the timeline and constraints
Leadership Scope
Directed narrative strategy and message architecture
Guided creative optimization decisions based on live performance data
Oversaw media pivot strategy under platform restrictions
Alighed internal stakeholders and external vendors around a unified execution plan
Balanced speed, precision, and message integrity in a high-stakes civic environment
This work required tight coordination across creative, media, and analytics partners while operating within a highly compressed electoral timeline.
Strategic Significance
This campaign demonstrated how culturally grounded narrative strategy—paired with precision digital infrastructure—can mobilize historically overlooked audiences even in the most saturated media environments.
More broadly, the work illustrates a repeatable model for mission-driven institutions seeking to translate community insight into measurable civic participation at scale.
