Trump’s digital campaign chief says Facebook was why president won

Trump’s digital campaign chief says Facebook was why president won
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President Trump’s digital campaign guru in a new interview on Sunday said his team's efforts to reach voters through Facebook is a key reason why Trump, instead of his opponent Hillary ClintonHillary Diane Rodham ClintonObama slams Trump in Miami: 'Florida Man wouldn't even do this stuff' Ballot initiatives in Colorado, Louisiana could restrict abortion access Trump mocks Joe Biden's drive-in rallies at North Carolina event MORE, is sitting in the Oval Office.

"I understood early that Facebook was how Donald TrumpDonald John TrumpObama slams Trump in Miami: 'Florida Man wouldn't even do this stuff' Trump makes his case in North Carolina, Ohio and Wisconsin Pence's chief of staff tests positive for COVID-19 MORE was going to win. Twitter is how he talked to the people, Facebook was going to be how he won," Brad Parscale, the former digital director for Trump's campaign, said in a "60 Minutes" interview.


Parscale, who had his first experience with presidential campaigns last year, was responsible for creating carefully crafted, low-cost ads on social media platforms that could reach millions of potential voters.

Although they used Twitter, Google's search database and other platforms, Parscale said Facebook dominated their ad efforts as they reached out to voters in rural America.

"Facebook now lets you get to places and places possibly that you would never go with TV ads. Now, I can find, you know, 15 people in the Florida Panhandle that I would never buy a TV commercial for," he told host Lesley Stahl.

Parscale said the Trump campaign's digital team "took opportunities" that Clinton's did not, like pulling Facebook staffers into their folds multiple times a week to teach them how to most effectively utilize the platform.

"Facebook employees would show up for work every day in our offices," he said, likening it to having "their staff embedded inside our offices."

The Clinton campaign confirmed to the program that they turned down the offer to have Facebook provide the same service, which it says offers the same level of support for candidates across the political spectrum. 

Parscale, who was one of the first employees to work for Trump's digital team, said they focused on using Facebook's micro-targeting ability.

The team would make 100,000 ads every day through automated programs where the messages could be so fine-tuned so as to make each message different for different people, especially playing with key issues.

Parscale, however, denied that the campaign ever micro-targeted by race.

His remarks come after Facebook revealed last week that Russians bought ads that specifically targeted key presidential swing states such as Michigan and Wisconsin and targeted specific demographic groups in an attempt to influence the presidential election. 

The Facebook announcement comes at a time when several congressional panels and the Justice Department are investigating whether the Trump campaign colluded with Russians to sway the outcome of the election.

Parscale, who has agreed to talk to the House Intelligence Committee for the Russia probe, calls the investigation a "joke" that is being pushed by liberals who want an entity to blame for Clinton's crippling loss last year. He has denied any collusion with Russia.