Andrew’s brand communicated his genuineness, approachability and empathy with messages that were relevant to each type of voter and the issues they cared about. Through social media, Floridians were led to dedicated microsites where they were given even more reasons to vote, donate and volunteer. His Instagram page was revamped to read cohesively and we used the Highlights section to communicate his position on important policy decisions. User-generated content was encouraged through GIFs that currently have over 12 million views on his GIPHY account.