Leveraging years of experience in Alaska politics, we developed a unifying theme that would rise above divisive partisanship and resonate with every Alaskan: vote for candidates who put fish first. In Alaska, fish are one of the state’s most vital resources. Putting fish first puts jobs, culture, families, and Alaskans first. Armed with this insight, we built a digital advertising campaign that tied Peltola and Murkowski - a pro-fish Republican running for Senate - together, under the “Fish Party” banner. This tactic helped create a permission structure for soft Republicans and Independents to cast their ballot for a Democrat.

All told, the videos delivered more than 5 million completed video views and 7.5 million impressions. The watch-through rate was 7% above industry standard, proving our creative was engaging. Research also showed that the vast majority of viewers found the ad convincing, with some even shifting in favor towards Peltola. The banner ads helped drive continued engagement, delivering a surround sound to targeted audiences, so they’d see the “fish party” platform across synergistic digital channels. This tactic earned just under 4 million impressions and sent 4,500 visitors to the campaign website to learn more.

Mary Peltola won, with a 10% margin. The daring tactic of advocating for electing a Democrat alongside a Republican under the brand of “pro-fish” paid off, with publications from around the country - like POLITICO - praising our strategy to turn away from partisan framing. Adding to the success, Mary Peltola made history by flipping a seat held by Republicans for nearly half a century, being the first Alaskan Native - and woman – elected to a full term in the House.