Campaigns and elections are the cornerstones of social change. Within days of his presidency, Donald Trump has placed a ban on Muslim immigrants, and many are wondering how to fight back against feared racist policies. Understanding how to defeat candidates like Trump in an election is a key component in combatting a rollback of progressive policies. Trump’s use social media spoke to the current culture and political climate in a way that Clinton’s tried and true ad campaign strategies just did not. In moving forward, it is essential to understand how these communication strategies are only effective when looking at them within a larger context. By thinking about it this way, we can figure out how to design effective political communication in a way that will be well received by the audience of the moment. Ultimately, my hope is that learning about these tactics can inform strategic communication to help garner funds for nonprofit organizations, as well as campaigns of cultural activism like the Women’s March or Black Lives Matter.