Case studies / Shapiro for Governor
Helping Josh Shapiro earn trust with Black Philly voters
Brand
Shapiro for Governor
Industries
Politics
Services
Content Marketing
Social Media Marketing
Video Marketing
Strategy
Background
Josh Shapiro was running for governor in Pennsylvania and needed stronger support from Black voters in Philadelphia. His team came to us after another agency missed the mark and asked us to help him connect with this community in a real way.
Challenge
Reach Black voters in a huge, diverse city with a white Jewish candidate, without feeling forced or pandering. We had to bridge a racial gap, build trust, and show why Shapiro was worth backing in a noisy, skeptical political moment.
01
Designed Shapiro Speaks as a listening-first content series.
02
Filmed candid conversations focused on questions from Black voices.
03
Distributed clips where Philly voters already watch and share.
Process
We built a Shapiro Speaks content series that flipped the script from stump speech to listening. We worked with trusted Black leaders in Philadelphia, shaped honest conversations around their questions, and framed the campaign around their voices.
Background
By centering Black community leaders and their questions, Shapiro Speaks turned campaign content into honest dialogue. The series showed Shapiro listening, responding, and learning, which helped shift perception and drove real support in Philadelphia.