NOTE: This is NOT a political commentary, nor is it support for any candidate. Any political comments, plus or minus, will be deleted.
621,051 views on YouTube
11.4 million views on Twitter
475,000 views on Instagram
It doesn’t matter who’s side you’re on in this election, there’s a woman running for office in Baltimore, MD who’s campaign video has gone crazy viral.
Kimberly Klacik is a Republican candidate running for Congress in Maryland. She is, apparently, up against a very strong Democrat machine that’s held that office for 53 years. A real underdog.
But she has clearly touched nerves with this video, using both very smart, time-tested marketing and branding techniques, but also breaking a few of those rules along the way. Red high heels?
Watch her video with Steve and see how he breaks down the marketing and branding lessons we can all learn from.
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Powerful! I really like your analysis. It made me notice some things I hadn’t before. She really nailed it from an Uncopyable perspective! Hope the marketing lessons don’t get overshadowed by political reactions. I kind of got the impression that you’re not interested in those? 😉
You mentioned the contrast of the red against the drab background to grab your visual attention but I think it is also sending a strong message of contrasting herself against the current status quo.
That’s a GREAT point, Lee. Thanks for sharing that.
This ad harken me back to yester year when Nancy Sinatra had a song “These Boots Are Made For Walking”. The style of walk is strong and competent which indicates her belief in what the ad is portraying.
Really good point, Eric!
Great analysis! Political ads always fascinate me for their structure and content. Most people won’t take the time to dissect them like this. Thank you!
Agree. This is a powerful statement and with such a departure from a typical political “Chicago” type ad. Thanks for great commentary Steve. Nice to see the video then hear your your commentary.
I appreciate that, Ron!
Really illustrates the branding part. You’re right, regardless of the party affiliation, the structure of that ad gets and holds your attention for the duration. Made me want to cheer!
I agree, Robbie!
Very powerful ad. She absolutely “had me”. Because she kept it “non-personal” but agree how she positioned the opposition and shared that her message is bigger than just Baltimore. She has her moose in the cross hairs and it was targeted and extremely successful. She focused on the things that matter… AND she is “walking” and “moving” and showing she can cut through it all.. Fearless.. strong and truly believable. Love that she closes asking for the order…
Great analysis, Sue!
I appreciate you pointing out that the banner remained throughout the ad. I did not notice that consciously. It is an excellent ad. It should be the first in a multipart campaign. To get people to trust you as a leader (and probably as a supplier, consultant, anything else) you have to do 2 things: 1) convince them that you care about their problems. 2) convince them that you understand how to solve their problems.
Her opponents are likely to counter with ads that say “Yeah, she cares. We all care. But what is she going to do differently?” This is an excellent on-message ad that is very likely to improve the perceptions in the black community (that Republicans don’t care).
Focusing on “Defund police” for the testimonials is an excellent choice because that is easily the worst branding slogan for a police reform movement I can remember.
Excellent breakdown, Elaine! Thanks for joining the conversation.
She was very powerful. I had goosebumps watching it. She had me convinced. Great marketing!!
Yes, I agree, Jenny. A good example to learn from!
It is genius!
I’d like to know who wrote and produced that ad!