In 2012, there was a significant shift in electioneering where campaigns began focusing on individual voters rather than demographic slices, thanks to the work of Dan Wagner, Obama's Chief Analytics Officer. This approach led to personalized connection-building and treating voters as unique individuals, which can be crafted and delivered through text messaging. Traditional tools like TV ads and email are less effective compared to phone calls, with a 22% chance of seeing email being opened. The use of text messaging platforms like Hustle has proven successful in campaigns, such as Bernie Sanders' 2016 campaign, where it sent millions of messages and logged over 5.7 million responses from 1.7 million people, resulting in an 18.5 times increase in volunteer shifts compared to phone banking. The key to success lies in the medium (text messaging) and the message itself, which must be authentic and meaningful to voters.