Recent election victories like Zohran Mamdani’s—and even Donald Trump’s ability to win over previous opponents—show that success isn’t just about understanding voters, but speaking to their core values. As redistricting reshapes battlegrounds and traditional demographic targeting falls short, campaigns must look deeper into the personal motivations that drive voter behavior. Join Dean De La Peña, VP of Identity & Data Strategy at Resonate, for a data-driven exploration of how voters’ underlying values influence their choices, with insights from recent elections—including the New York City Mayoral Race—on how to craft messages and targeting strategies that truly resonate.
You’ll learn how to:
- Identify the emotional drivers shaping engagement in newly drawn districts,
- Translate these insights into authentic, values-aligned messaging, and
- Activate micro-audiences efficiently across channels to drive persuasion, mobilization, and retention.