advertising
a comprehensive, sprawling campaign
Which Side Digital designed hundreds of ads, both digital and print, for the Mary Peltola for Congress campaign. With dozens of series ranging from Pro-Mary issue-based to oppositional attack ads, the campaign had a message for every voter. With hundreds of millions of impressions, Which Side left its mark in Alaska in the ‘24 cycle.
"In their years working on my campaigns, Which Side Digital was one of the most reliable partners a candidate could ask for. They managed multiple projects and responsibilities and were vital to my victories."
- Mary Peltola, Congresswoman, AK-01
what we BROUGHT to the table:
Which Side targeted messaging to every community in Alaska. With a strategy developed to answer to the geographic and demographic expanse of the state, Which Side successfully messaged to Mary’s constituents by:
- Subsegmenting Alaska into 6 unique, geographic and cultural regions.
- Targeting Alaskans with messages focused on the issues they care about most.
- Crafting a familiar visual identity while not sacrificing creativity across creatives with the use of photos, mascots, illustrations, and brand colors.
115 ad series
7 print ads
218 digital ads
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branding
Building a New Visual Identity
Which Side Digital went back to the drawing board for Mary Peltola’s reelection campaign, looking to craft a brand that captures the essence of a united Alaska – one that has moved beyond the need for partisan bickering. Mary’s new brand was met with widespread acclaim when it debuted in early 2024 – even our haters had to admit it got the job done!
“[Peltola is] using a rusty red, perhaps in an effort to disassociate with the party and influence voters to see her as not a Democrat.”
- Suzanne Downing, Conservative Alaska Columnist
what we Brought to the tablE:
Which Side developed a large brand for Mary Peltola including:
- A brand new color scheme, moving away from traditional Democrat blues in favor of more earthy tones.
- Illustrative imagery evocative of Alaska’s natural beauty – mountains, trees, waterways, etc.
- A variety of illustrated campaign mascots like sled dogs, bears, and of course, fish!
new color scheme
nature illustrations
campaign mascots
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event organizing
Organizing, Promoting, and Entertaining
Which Side Digital played an integral role in both organizing and promoting a multitude of events for the Mary Peltola for Congress campaign. Combining experience in on-the-ground organizing with a sizable digital apparatus, Which Side was able to mobilize followers and volunteers resulting in entertaining and informative events across the state.
"It was fun! Really enjoyed it."
- anonymous social media user on attending WSD-organized Mary Peltola event
what we BROUGHT to the table:
Which Side worked with Team Mary to optimize event promotion in a multitude of ways including:
- Organizing a Call for Artists competition, a gamified volunteer experience, and more.
- Crafting hundreds of individual event promotion graphics and contacting constituents to volunteer or attend via email, social media, and text.
- Optimizing the event experience through the creation and implementation of QR code sign-ups and custom specialty games like Mary Peltola Plinko and Cornhole.
1 art fundraising competition
1 gamified event experience
1 gamified volunteer experience
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print media
Design That Leaps Off the Screen
Though digital is in our name… Which Side was a key creative force for print design on the Mary Peltola campaign for the ‘24 cycle. When the Peltola campaign needed print media, Which Side delivered it across multiple mediums and channels.
“Best merch in politics. Where can I get one?"
-anonymous social media user
what we Brought to the tablE:
Which Side took the lead on a variety of needed campaign materials for Mary Peltola for Congress including:
- Designing banners for campaign events and signs for supporters.
- Crafting over 50 individual pieces of merchandise – both for the Which Side-managed merch store and exclusive event items.
- Producing and print-coordinating a multitude of targeted print mailers, thank you cards, door hangers, and more.
50 merch items
11 lit cards
5 sign pieces
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web design
An Alaska-Sized Web Experience
Which Side Digital embarked on a mission to rebuild the Mary Peltola for Congress campaign website from the ground up. Over the course of the cycle, Which Side crafted a site with hundreds of pages specifically tailored to give tens of thousands of unique experiences to Alaskans.
“One of the best campaign websites I’ve ever seen.”
- Amanda Elliott, Campaign Strategist and Blogger
what we brought to the table
Which Side developed one of the largest campaign websites in electoral history including:
- A complete voter information hub offering rides to the polls, polling information, and more.
- An area hub offering six curated portals of issues, deliverables, and media subsegmented by the 6 Alaska regions.
- Three massive media libraries including a big wins center highlighting Mary’s wins for Alaska, a defend AK hub focusing on opposition, and a complete campaign video library sorted by issue.
434 web pages
1048 media items
455k views
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social media
Increasing Support and Crafting Engagement
Which Side Digital has its roots in social media strategy and design. With over 2 years of experience managing the Mary Peltola for Congress social media campaign, Which Side stepped up once again for ‘24. This time, the team brought hundreds of new social media series to the table, using Mary’s social media to promote the website, reiterate campaign ads and throughlines, and announce breaking news.
“Rep. Mary Peltola (D-Alaska) delivers (on socials) with drip.”
- POLITICO
what we brought to the table
Which Side crafted an engaging user experience on social media for Mary Peltola including:
612 social graphics
press features
rapid responses
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