With 24-hour cable news stations airing near-constant coverage of impeachment, Parscale has privately compared the campaign to a marketing machine that is setting its own narrative. The approach has been heavily shaped by Trump campaign manager Brad Parscale. The campaign spent $1 million on Facebook ads in the span of 72 hours last week, asking for supporters to donate and become leaders “in defending the president against these baseless and disgusting attacks.” Trump 2020 also sent out 65 million emails and 12 million text messages asking small-dollar donors to help combat “hateful and baseless attacks.” The Trump team has orchestrated a massive digital campaign aimed at pushing his supporters’ emotional buttons by conveying a singular message: The president is under assault. “This approach enables Trump to set the narrative on his terms and paint himself as the iconoclast that is always under attack from the ‘fake news media’ and Democratic ‘witch hunt,’ and it clearly works as they continue to perpetuate it every chance they get,” McGowan added. Tara McGowan, a Democratic digital strategist who worked for a pro-Hillary Clinton super PAC in 2016, said that Trump’s “ability to very quickly define any event or issue on his terms and energize his base” through online advertising “provides him with a huge competitive advantage over Democrats.” But even Democrats acknowledge concern that Trump’s unique ability to rally his supporters and marshal resources could have a profound impact on the 2020 election. With damaging revelations about the president’s dealings with Ukraine emerging on a near-daily basis and polls showing increasing support for impeachment, the president is facing serious political peril.
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