The challenge
With just three days left in the Georgia Senate runoff — and control of the U.S. Senate on the line — the New South Super PAC saw a critical gap in voter outreach: people of color who were unlikely to vote, particularly voters under 30 who weren't inspired by the candidates and didn't believe their vote would move the needle.
Tall Glass Media was brought in to run a rapid-fire digital campaign to persuade and mobilize those voters to show up at the polls. The window was 36 hours. The margins would decide the Senate.
Our approach
Our research showed that talking about the candidates wasn't going to move this audience. So we didn't. Instead, we built a campaign around the issues already at the top of their feed and their mind — stimulus checks and social justice — and drew a straight line from those issues to the ballot.
The message was simple: interested in more stimulus checks? Vote. Interested in advancing social justice? Vote. We ran it across a coordinated system of persuasion video, educational carousels, and meme-style static graphics designed to be sticky, familiar, and shareable — built for the platforms the audience was already scrolling.
Then we deployed it fast: paid media targeted to unlikely voters in Georgia, creative optimized in real time, and every asset pointing back to a single call — show up on January 5th.
The result
In 36 hours, the campaign reached the audience the traditional field program was missing. Turnout in the runoff exceeded expectations, and both Democratic candidates — Raphael Warnock and Jon Ossoff — won, flipping the U.S. Senate.
When the margins matter, digital delivers.