Case Study · Smithville, Texas · City Council
Two First-Time Candidates. Two Incumbent Defeats.
How a coordinated, community-powered campaign with Bastrop County Conservatives helped endorsed candidates Wini Griffin and Dãna Tovar win seats on the Smithville City Council.
The challenge
Unseating the establishment
Bastrop County Conservatives (BCC) endorsed Wini Griffin and Dãna Tovar in their bid for the Smithville City Council. Neither had run for office before - they were community members, mothers, neighbors, and volunteers who believed Smithville deserved better representation. But they faced a daunting reality: two entrenched incumbents with name recognition, donor networks, and the full weight of the status quo behind them.
One of the incumbents, along with certain individuals from outside the city, ran a negative campaign spreading misinformation about questions that had already been asked and answered. But the race proved that reinforcing a positive campaign message about the candidates' beliefs, values, and goals wins the hearts of voters.
Working closely with BCC, the team delivered a packaged solution - targeted Facebook advertising in conjunction with phone calls, texting, block walking, and promotional materials. A true team effort combining grassroots organizing with precision digital strategy.
Against them
- Zero prior campaign experience
- Facing two seated incumbents
- Opponents running negative campaigns
- Limited campaign budget
For them
- Authentic community connection
- Genuine desire for change
- BCC endorsement & grassroots support
- A complete packaged campaign solution
The strategy
Community-powered Facebook advertising
In partnership with Bastrop County Conservatives, a hyper-local Facebook advertising campaign anchored a coordinated effort that included phone banking, texting, block walking, and promotional materials - a complete packaged solution that spoke directly to Smithville residents.
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Hyper-local targeting
Every ad geo-targeted exclusively to Smithville, TX citizens. No wasted impressions - every dollar reached a potential voter.
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Community video testimonials
Real Smithville residents speaking on camera about why they supported Dãna and Wini. Authentic voices, not polished political ads.
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Transparency messaging
Core message: your city council should be transparent, accountable, and accessible - hammered across every creative.
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Voter turnout activation
Dedicated ads for early voting times, election day logistics, and "your vote matters" messaging to drive turnout in a low-attention race.
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Representation & voice
Messaging centered on "Your Voice Matters" - showing voters these candidates would actually listen and represent them.
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Small town, big impact
Educational content showing how local elections directly shape daily life - roads, water, parks, safety - making the race feel urgent.
Deployed across Facebook Feed · Facebook Stories · Facebook Reels · Facebook Video · Audience Network
Messaging
Messages that resonated
Transparency
Your city council should operate in the open. No backroom deals. No hidden agendas.
Representation
Smithville deserves leaders who look like, live like, and listen to the people they serve.
Your voice matters
Every resident has a right to be heard. These candidates will fight for your seat at the table.
Local elections shape your life
From water bills to road repairs - the city council makes decisions that affect you every single day.
Voter turnout
Low-turnout elections are won by the establishment. The campaign mobilized voters who'd never voted in a city race before.
Community involvement
Real neighbors, real testimonials, real support - not political machines, but people power.
Campaign creative
Targeted ads that moved a community
From growth and turnout messaging for Wini Griffin to roots, parks, and Election Day GOTV for Daňa Tovar - every piece of creative was built to resonate with Smithville residents and drive them to the polls.
Facebook Feed · Facebook Stories · Facebook Reels · Facebook Video · Audience Network
The results
History made
On election night, Smithville sent a clear message: the community wanted change. Both Wini Griffin and Dãna Tovar won their races, defeating seated incumbents and becoming the newest members of the Smithville City Council.
Winner - Place 4
Wini Griffin
vs. Mitchell Jameson (incumbent)
- Wini Griffin - 314 votes - 52.60%
- Mitchell Jameson - 283 votes - 47.40%
- Total votes cast: 597
Elected - Smithville City Council
Winner - Place 5
Dãna Tovar
vs. Cathy Meek (incumbent)
- Dãna Tovar - 341 votes - 57.60%
- Cathy Meek - 251 votes - 42.40%
- Total votes cast: 592
Elected - Smithville City Council
What this proves
- First-time candidates can beat incumbents with the right strategy
- Video testimonials from real residents are more powerful than any polished ad
- Hyper-local Facebook targeting works in small-town races
- Voter turnout messaging can change the outcome of low-attention races
- Positive messaging about beliefs, values, and goals beats negative campaigning
- Women candidates win when given the right platform and support
Conclusion
Community voices. Winning results.
When grassroots organizing meets precision digital strategy - a true packaged solution of phone calls, texting, block walking, promotional materials, and targeted advertising - first-time candidates can overcome every disadvantage and win.
Organizations stay independent. Candidates hire CMI directly. One candidate per race - always. If you're ready to run, we're ready to win.