When Personalities Create Movements

Client: Statewide Politician


  • Key Messaging 
  • Press Outreach
  • Strategic Advisement
  • Social Media Campaigns
  • Social Media Community Building
  • Content Development

Overnight successes are rarely overnight at all.
In fact, they are typically the result of years of hard work, strategy and yes, even some luck.

By using personal branding social media strategy in conjunction with a focused PR effort, we shifted perception and created a movement.

One of our personalities was a statewide politician looking to raise his public profile. He’d been in his position for several years, was well respected by his constituents and his legislative peers, but was a virtual unknown to all those except political watchers. The challenge was to create awareness of the politician to the greater statewide audience.

Poodle Mafia’s Tara Coomans worked with a team to create a campaign that shook the community to its core, raised the politician’s profile using strategy, messaging and emotional content.



The strategy was to define the politician as a man who works for the people, not for the system.  This politician was an incredibly nice guy, but we needed to emphasize his ability to be a nice guy, who represents the people while at the same time, willing to take a stand, no matter what the politics. We wanted to create influence to create movements.  We needed to walk a fine line between being disruptive and creating a cause.

  • We developed simple, straight forward messaging around three distinct causes.
  • All messaging was designed to create a strong emotional response.
  • We then developed content using images reflecting the target audience’s passions and utilized this key messaging, strategically.
  • We focused on a single social media platform: Facebook because this is where the target audience primarily visited.
  • We developed the campaign to circulate organically, without Facebook advertising.
  • We incorporated press outreach to mirror key messages. 
  • The politician went from being a public unknown to being a champion of the people.
  • 88% approval rating within 3 months of key messaging launch
  • Within 3 months, we went from reaching 0 people per month averaging over 75,000 per month, at its peak reaching over 88,000 per month, organically.
  • A viral post earned over 34,000-lifetime impressions.
  • Posts averaged 118% reach beyond the number of people who liked the page.
  • Despite the emotional language, we received less than 10 negative feedback impressions during the course of the campaign.

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