Background 

Anna Hernandez decided to not seek reelection to the State Senate and instead run for the seat vacated by Yassamin Ansari on the Phoenix City Council. In the State Senate, Anna led the effort to repeal the state’s draconian 1864 abortion ban and became a firebrand progressive known to many throughout the state. Anna knew that local office was where a lot of change can happen and she had a deeply personal family story involving Phoenix Police, that’s why she decided to run for City Council. She brought Kinetic into the fold early to lead her campaign’s media strategy.

Approach 

The campaign believed in a field-first operation and that ethos was central to our approach with media. We knew there would be voters hard to reach at the doors that needed to get Anna’s message early and often. Our media plan centered around a mobilization program that boosted Anna’s name ID and leaned on her record as a progressive champion. Authenticity was central to our strategy — it was convenient to shy away from controversial policies or issues but Anna wasn’t afraid to tackle it head-on. The creative our team developed was bright in color, positive in tone, and policy-centric. We ran a multi-channel program that hit its frequency and reached our targets.

Result

Expecting a run-off, the outright win was a welcome surprise. Voters resonated with our tested messaging and creative, and Anna won with 53% of the vote in the end — a decisive victory in a tough year — and Anna easily is the most progressive elected official in Arizona. 

Quote

“The Kinetic team played an instrumental role in our decisive and historic Phoenix City Council Victory. In a crowded primary, the Kinetic team came to the table ready with a paid media strategy that cut through a crowded Arizona media ecosystem and reached our voters. Their work complemented our field efforts perfectly and even though we were outspent, we were not outworked. That’s how we came out on top.”

– Anna Hernandez