When Donald Trump began blatant attempts to rig the 2026 midterm elections by demanding states like Texas redraw their congressional maps, we launched one of the largest coordinated digital campaigns for a ballot measure in California history to mobilize voters to fight back with Proposition 50.
The challenge was convincing enough Californians to show up for a November special election in just 90 days, overcome voter skepticism about redistricting, and deliver a decisive “Yes” vote that would counter Trump's nationwide election rigging scheme.
We deployed every digital and attention-stirring tool available — from high-performing organic videos to creative in multiple languages to coordinated stunts to hundreds of content creator partnerships.
Governor Newsom, who launched and championed Prop 50, led the digital charge. @GavinNewsom alongside the campaign's @YesOnCA50 handle were the primary hubs for content.
He was joined by progressive champions including Rep. Alexandria Ocasio-Cortez and Rep. Jasmine Crockett, who took to their platforms to urge Californians to vote “Yes,” translating the redistricting fight into accessible terms and bringing Prop 50 into the national conversation.
Our creative became so culturally pervasive that it sparked knockoff merchandise across the internet, with independent sellers creating unauthorized versions of our designs — proof that our visual identity had broken through the political noise and entered mainstream culture.
We engaged weekly with 100+ creators leading up to the special election and partnered with some of the largest political channels to co-stream events.
One such event was a 3-hour long livestream fundraiser, co-hosted by Governor Newsom and Brian Tyler Cohen, featuring multiple elected officials and content creators, raising a million dollars in 24 hours.
Another was a livestream in which President Barack Obama surprised volunteers, with clips and quotes dominating social conversation for days.
We also coordinated digital-first endorsements from powerful advocates including Billie Eilish, Finneas Baird O'Connell, and Kerry Washington.
Additionally, we hosted a groundbreaking Creator Activation in Los Angeles at the final campaign rally the weekend before Election Day, bringing together 16 creators with a collective 42.5 million followers including Carlos Eduardo Espina, Dana Patterson, and Courier Newsroom. These creators were afforded exclusive access to cover the rally, create content, and attend a roundtable with Governor Gavin Newsom. Two creators, Brian Tyler Cohen and Jay Gonzalez, even spoke at the rally. All in all, this activation generated 200+ creator posts totaling 13+ million views.
All in all, we produced hundreds of pieces of organic creative in multiple languages that generated billions of impressions and earned extensive media coverage from major outlets.
In just 90 days, the Proposition 50 digital campaign generated millions of impressions and drove a landslide 64% victory that saw news outlets call the race immediately at poll closing — notable for a ballot measure in an off-year.
The campaign achieved remarkable success with key demographics. Exit polls showed 80% support among 18-to-29-year-olds and 71% among Latino voters — both groups that drifted from Democrats between 2020 and 2024.
We proved that coordinated digital campaigns drive real electoral results, and that meeting voters where they are online translates directly to victories at the ballot box.
