New Tribe Media's ads help propel Mike Zimmer to surpise victory
In early 2025, New Tribe Media partnered with the Iowa Senate Majority to help Mike Zimmer, an experienced educator and former president of the Central DeWitt School Board, during his campaign for Iowa's Senate District 35. This district includes Clinton County and parts of Jackson and Scott counties. The special election was prompted by the resignation of Republican Chris Cournoyer, who became Iowa's lieutenant governor in December 2024.
Challenges
The campaign faced a tight schedule, with the special election set for January 28, 2025. Historically, Senate District 35 leaned Republican, with President Donald Trump winning the district by 21 points just two months prior. The odds were stacked against Zimmer's campaign.
New Tribe Media’s Role
New Tribe Media was tasked with creating compelling video campaign ads for Over-The-Top (OTT) and social media — shooting (in Iowa's frigid cold) and editing within a week. Our goal was to craft messages that highlighted Zimmer's dedication to public education, community development, and his vision for the future of Iowa.
To achieve this, we worked hand-in-hand with Tyler Redenbaugh, Executive Director of the Senate Majority Fund to script two key ad campaigns that focused on Zimmer’s core platform issues: education and the cost of living.
Tactics & Execution
- Authentic storytelling and Iowa values messaging – The ads emphasized Zimmer’s personal story as an educator, husband, and father with deep Iowa roots. One of the most effective ads featured him jogging with his family on the DeWitt West Brook bike path, reinforcing his commitment to hard work and community.
- Issue-Focused Messaging – The campaign highlighted Zimmer’s commitment to adequately funding public schools, resisting unfunded legislative mandates, and making Iowa’s schools the best in the country again. Another ad focused on his plan to raise the minimum wage, expand Iowa’s Child Tax Credit, and support affordable childcare and housing.
Results & Impact
The campaign culminated in a surprise victory, with Mike Zimmer winning 52% of the vote against Republican Kate Whittington's 48%, flipping the seat to the Democratic Party. Our video ads played a crucial role in enhancing Zimmer's visibility and resonating with voters across the district.
The result and campaign ad garnered national attention and was featured on MSNBC’s The Last Word, highlighting the significance of the result just days after Trump was sworn in for a second term.
As Mike Zimmer put it, “Thank you, as your work was instrumental to the success of our campaign.”
Additionally, Tyler Redenbaugh from the Senate Majority Fund shared his appreciation for New Tribe Media's role in the campaign:
“The team at New Tribe Media was instrumental in helping the Senate Majority Fund ensure that Senator Mike Zimmer's campaign hit the ground running during his special election in December and January. Their production was high-quality, and the turnaround was swift, allowing his campaign to launch with strong, effective digital content and get his message to the voters right from the start. Their team understands the urgency of political campaigns and delivers excellent work without sacrificing speed to produce it.
New Tribe Media has always been a valuable partner in helping candidates run effective campaigns. They do a phenomenal job of helping their clients tell the best story to their targeted audience.”
Lessons Learned
This campaign reinforced the importance of authentic storytelling and targeted digital outreach in political advertising. By connecting with voters where they're at and delivering tailored messages for each channel, campaigns can effectively mobilize support.
New Tribe Media is proud to have contributed to Mike Zimmer's successful campaign and remains committed to supporting candidates dedicated to making a positive impact in their communities.
