Recently occupying the role of senior paid media advisor to Joe Biden’s presidential campaign, Clasen became an in-house digital guru. After the 2020 election, Clasen co-founded Gambit Strategies, a first of its kind digital advertising firm specializing in advocacy campaigns for candidates & causes
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As she taught them to think of digital persuasion as a broadcast medium similar to television instead of the direct-mail programs they were used to, campaign heads and progressive brands alike quickly began subscribing to Clasen’s dogma. And as one of the first political campaigns to sign a partnership with a digital streaming platform – Hulu – Hilary Clinton’s race to the White House became Meghan Clasen’s trailblazing effort into digital political marketing.
The Biden campaign had a $250 million digital ad program budget and a full understanding of the individuals on the other side of the communication. Some voters felt disillusioned, others had little to no access to reliable resources. To help reach a more diverse audience, Clasen used platform-specific creative formatting, like culturally competent 15-second videos on Facebook instead of 30 second generic ones.
“Data is driving our decisions about where we're going to spend money online,” she began, referencing the invaluable information gleaned from what people are consuming most and where online they are doing it. “People spend more time on Facebook and Instagram than most any other platform, but [they] are going to be scrolling through on their mobile device, watching something for three to five seconds on average.
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