Turning a digital-first strategy into a winning campaign platform

The Celina Montoya campaign needed a website that was fresh, modern, and easy to navigate. It was important for Celina that her site provide users a friendly experience whether people wanted to make a donation, get involved or learn about her platform. Covid-19 has changed how political candidates campaign, forcing them to rely even more on digital. The campaign shifted their strategy from block walking and other face-to-face tactics to social media and the website as the major way for voters to get to know Celina.

Herospace and the Celina Montoya campaign worked together in the 2020 primary. Herospace designed ad creative and placed media buys for the campaign. Celina Montoya won the primary against two opponents with 68.7% of the vote.* As we became more familiar with her message and platform, Celina and her team asked us to design and develop a unique website for their campaign.

*281 of 281 total polling locations reporting (100.0%). Source: Texas Secretary of State

Our initial digital strategy (for the primary) focusing on early voting played a major role in securing her primary win. Our creative elements for the primary helped build a foundation for high standard aesthetics for the campaign.

Early analytics for the website indicate users are funneling from the homepage to the issues page and the about page, with those three pages accounting for 94% of pageviews, thus providing a safe and effective way for voters to learn about the candidate.