Alan Jackson is Assistant Head Deputy District Attorney with a string of high profile murder verdicts running for election as District Attorney of Los Angeles County. Research indicates that Jackson's opponent, sitting Los Angeles City Attorney, has high name identification while voters have little understanding of the race or the Office
of District Attorney. Jackson must increase awareness of his brand and race in order to counter his opponent's fundraising advantage while also attempting to match presidential candidates competing for voters' attention during the same election cycle.
We branded Alan Jackson and contrasted his opponent's dishonesty in simultaneous media to combat the opponent's advantages in fundraising and name identification. Research indicated that voters tended to elect prosecutors as District Attorney, so we designed web ads, print ads, campaign literature, website and direct mail to emphasize Jackson's high profile courtroom victories in Los Angeles' Major Crimes and Hard Core Gang Divisions along with his many prosecutorial awards. We targeted Los Angeles' press with media campaigns including microsites and extensive web content to contrast Jackson with his opponent and build a cohesive narrative of ethics and prosecutorial success in line with polling. This brand and narrative was replicated across a variety of media including television and web commercials, web advertising, social media, email marketing, policy papers, campaign website, yard signs, direct mail, and more.
Beginning as a virtual unknown, Jackson successfully carried a consistent brand across print, web and television, raising his profile to defeat his opponent in the primary election in what political analysts have called Los Angeles' biggest political upset of 2012.