From underdog to mayor
How we helped Lori Lightfoot become the mayor of Chicago with smarter programmatic strategies.
When Lori Lightfoot launched her campaign to be mayor of Chicago, she was the underdog of all underdogs. The first openly lesbian candidate to run for the city’s mayoralty, she was also comparatively short on funds.
The Lightfoot campaign was being outspent by opponents nearly 6:1 on TV ads and, by the end of the first election round, the campaign only had 3.5% of all ads airing.
The team needed a smart way to cut through the noise of the other candidates and use new technologies and big data to their advantage.
Despite being an underdog and being dramatically outspent, Lori Lightfoot pulled off a feat few thought possible.
She won the election in a 76%-24% landslide, using data in the most effective and innovative way possible, to become the first openly-gay African-American woman to be elected mayor of any major city in the US.