Flipping the Michigan House
November 17, 2025
A historic partnership between Majority Strategies, the House Republican Campaign Committee, the Michigan Republican Party, and Michigan Freedom Fund created one cohesive team focused on one clear goal – winning.
CASE STUDY:
Flipping the Michigan House
A 2024 Victory Through Precision Targeting
The Problem
The political landscape ahead of the 2024 general election presented a challenge for Republican candidates vying for seats in the Michigan House of Representatives. Shifting voter demographics and a competitive political environment put several key districts at risk. The caucus needed help identifying and reaching the right voter audiences to overcome Democrat turnout advantages, especially in swing districts that were crucial to Republicans not losing ground in the House.
The Goal
The Majority Strategies team needed to develop a data-driven voter contact plan to target high-impact audiences and maximize turnout of persuadable voters in targeted House districts. That would need to include both protecting top-targeted Republican incumbents’ districts as well as defeating top-targeted Democrat incumbents.
The Plan of Action
Working with the House Republican Campaign Committee, the Michigan Republican Party, and other stakeholders, Majority Strategies developed custom, targeted audiences for persuasion, swing audiences, and Republican GOTV audiences that were unique to each district. That ensured we were well-positioned to tailor the messaging to each candidate and district, telling their unique story in an emotionally impactful and memorable way. The Majority Strategies team helped create a branded messaging theme for each candidate to best tell their story to the audience we were targeting.
The Details
Majority Strategies wrote, designed, printed, and delivered nearly 856,000 direct mail pieces for Michigan House Republicans, with every wave of mail being tracked and delivery confirmed. Digital advertising, including social media advertising and video content, was made to look and feel like the direct mail being produced in these targeted districts. This repetition of message and coordinated approach helped create recognizable “brands” for voters to engage with and experience across multiple platforms. The Majority Strategies creative and production teams created over 100 different pieces of content for the digital placement operation alone.
THE RESULTS
Republicans successfully took back the Michigan House majority – the only legislative chamber to flip from Democrat to Republican control in 2024. Looking at the five targeted districts where the Majority Strategies team created and delivered direct mail, a total of 145,815 voters were reached with a combination of turnout and issue-based messaging. Of those five districts, the Republican candidate won in four, including the defeat of the Democrat incumbent in HD44. Of the 145,815 voters targeted across these five districts with direct mail, 65.9% (96,133) turned out in the 2024 general election. All five targeted districts saw the Republican candidates improve on their 2022 general election results, and 11,471 voters cast their ballot in the 2024 election when they hadn’t voted in the 2020 general election, despite being registered to vote at that time.
Let’s take a closer look.
HD44
GOP Candidate Defeats the Democrat Incumbent
3,441 targeted voters turned out who did not vote in the 2020 general election. Those target voters in HD44 who turned out are greater than both the 2024 margin of victory (79 votes) and the overall vote shift from 2022 (1,455 votes).
HD61
GOP Candidate Lost to Democrat Incumbent
Despite the loss, the vote margin shrank to 2.6% or 846 votes. Of the targeted voters in HD61, 3,032 did not turn out in the 2020 general election, likely helping improve the Republican candidate’s performance in 2024.
Key Takeaways
A historic partnership between Majority Strategies, the House Republican Campaign Committee, the Michigan Republican Party, and Michigan Freedom Fund created one cohesive team focused on one clear goal – winning. That partnership included a seasoned and resourceful Majority Strategies creative and fulfillment team who were successful in managing, writing, designing, and producing the creative that made the difference.
By starting the creative process early, strong relationships were formed between all partners that ensured everyone remained on the same page regarding messaging, race dynamics, and timing.
