A WINNING STRATEGY FOR HOA NGUYEN IN OREGON’S 48TH DISTRICT
Every candidate knows that campaigns are a test of strategy, storytelling, and execution. Hoa Nguyen faced a challenge in the 48th District of Oregon that would make most candidates think twice: a well-funded Republican opponent, a swing district, and a community fatigued by polarized politics. But with the right partner, Nguyen’s campaign turned those challenges into opportunities.
Hoa Nguyen entered the race with strong community ties and a clear vision for Oregon’s future. However, her campaign faced significant hurdles:
A heavily funded opponent: John Masterman’s campaign had deep pockets and aimed to dominate the messaging landscape.
Voter skepticism: The 48th District had a mix of swing voters and turnout inconsistencies, requiring a tailored approach to each group.
Opposition messaging: Masterman leaned heavily on divisive rhetoric and extremist policies, which threatened to obscure Nguyen’s community-focused agenda.
Nguyen’s campaign needed a partner to balance defensive messaging with positive storytelling, targeting voters with precision and emotional resonance. That’s where Upper Left Strategies came in.
UPPER LEFT STRATEGIES APPROACH
Upper Left Strategies began by developing a messaging framework centered on Nguyen’s values: hard work, education, safety, and fiscal responsibility. Her story as the daughter of Vietnamese immigrants was woven into every communication piece, creating a compelling narrative of resilience and leadership.
Meanwhile, the team didn’t shy away from calling out the opposition. With mailers like “Masterman in His Own Words” and “Masterman is Too Extreme,” they exposed his anti-choice stance and far-right policies. These pieces were factual, impactful, and impossible for voters to ignore.
EXECUTION
Effective Targeting and Strategy: Upper Left’s strategy was grounded in voter data, by identifying key demographics—including swing voters and traditionally low-turnout groups—the team tailored messaging to specific concerns. Their GOTV (Get-Out-The-Vote) plan included targeted mail drops in the campaign’s final weeks, reinforcing Nguyen’s vision and the stakes of the race.
Storytelling Forward Design: Every mailer was crafted to break through the clutter and make a lasting impression. Upper Left’s design approach balanced clean, bold visuals with sharp copywriting. Pieces like “Saving Voters Money” showcased Nguyen’s practical solutions, while “Improving Student Outcomes” highlighted her deep commitment to education.
Amplifying Positives and Defending Attacks: The campaign maintained a delicate balance, championing Nguyen’s accomplishments and values while countering Masterman’s extremism. This dual approach ensured voters saw why Nguyen deserved their vote and Masterman didn’t.
OUTCOMES
Hoa Nguyen’s campaign didn’t just win—it set a new benchmark for what progressive candidates can achieve in challenging districts.
TAKEAWAYS
Upper Left Strategies’ work on Nguyen’s campaign highlights three key lessons for candidates
Your story matters: Voters connect with authenticity. A compelling personal narrative can cut through even the most aggressive opposition messaging.
Strategic targeting wins races: Data-driven decision-making ensures every dollar spent reaches the right voters at the right time.
Don’t just defend—define: Campaigns that balance a strong offense with positive messaging are campaigns that win.
