SD12 Media plan

In 2018, a successful recall of a California State Senator caused Democrats to lose their super majority in the legislature.

California’s Republican-held 12th District stretched from the Monterey Bay to Fresno, across 3 media markets, 16 cable systems, and 900,000 people. 

With multiple statewide and targeted Congressional races in the area, markets were crowded and expensive. Left Hook successfully directed a winning $3 million Spanish and English media, digital and radio campaign to flip this pivotal seat, and regain a super majority for the Democratic Caucus.

Our first advertisement introduced Anna Caballero, a former Mayor and Assemblywoman, as a consensus builder who prioritized budget management, crime, and veteran care. 

We quickly began two-tracking a negative advertisement on our opponent undercutting his campaign message of fiscal responsibility. 

During the last three weeks of the race, after we had changed traffic to a veteran validator closing spot, oil interests went up with a last minute attack on crime in the Sacramento media market. Left Hook quickly produced a response ad that ran parallel our closing positive to persuasion targets leaving nothing to chance.