Biden-Harris 2020 Presidential Election

Challenge

The 2020 U.S. presidential election marked an inflection point for Latino political power: for the first time, Latinos were projected to be the nation's largest racial or ethnic minority in a presidential election, with a record 32 million eligible to vote. Reaching this electorate — and Puerto Rican voters in particular — demanded more than translated ads. The campaign needed to build genuine, culturally relevant connections with U.S. Hispanics inside an environment that was brand-safe, premium, and trusted, at the scale and speed a national election cycle requires.

Insight

Hispanic voters are not a monolith, and Puerto Ricans sit at the cultural and electoral center of that community. Authentic connection — not reach alone — is what moves people in a high-stakes, high-noise election. Messaging had to be delivered in a culturally relevant, premium, and brand-safe ecosystem to earn trust and engagement from the U.S. Hispanic electorate.

Strategy

Cognate set out to create true connections between U.S. Hispanics — with a deliberate focus on Puerto Ricans — and the Biden-Harris campaign, delivered within a brand-safe, premium, and culturally relevant ecosystem. The approach paired media and ad technology with deep cultural fluency, meeting Hispanic and Puerto Rican voters in trusted, premium environments rather than chasing low-quality scale.

Solution

Cognate's role was to mobilize media and ad-tech capabilities in service of authentic, culturally relevant voter connection for the Biden-Harris campaign. The published case frames the work around three pillars:

• Media at scale — reaching the U.S. Hispanic electorate, with a focus on Puerto Rican voters.
• Ad technology — delivering messaging inside a brand-safe, premium environment.
• Cultural relevance — building true connections rather than translated impressions.

Note: the live source page does not itemize specific products, flight dates, channel mix, or platforms within the case body, so the detailed execution below is held for the client's verified inputs.

Execution

The source page does not document the specific channels, platforms, creative units, or buying tactics used in this campaign — these need to be supplied and verified by the client before publishing. Based on the case's positioning around "the power of Media, Ad Tech and Puerto Ricans," the execution centered on deploying media and programmatic ad technology to deliver culturally relevant Biden-Harris messaging to U.S. Hispanic and Puerto Rican voters within a brand-safe, premium ecosystem.