Chatham Democratic activist Webster Lewin’s Trad Jay Webber parody social media account, Trad Jay Webber, has earned him a Reed Award nomination for Best Online Advertising Campaign on a Shoestring Budget.
A digital communications consultant, Lewin launched the Twitter handle in support of Rep. Mikie Sherrill (D-Montclair) and delivered nearly 500,000 organic impressions on Twitter, Facebook and Instagram.
Lewin sought to use humor as a way of convincing social media users who might tune out traditional campaign paid media tactics.
“Trad Jay Webber leveraged the appeal of social media parody accounts to poke fun at Sherrill’s NJ-11 opponent, Assemblyman Jay Webber – who became widely derided for the dubious social media strategy of blocking hundreds of potential constituents on social media,” Lewin said. “By responding to every one of Jay Webber’s campaign tweets, co-opting the #NJ11 hashtag and many of the other hashtags used by the Webber campaign, and engaging directly with people on Twitter, Lewin was able to ensure that whenever someone viewed a Jay Webber tweet, they would likely also be exposed to Trad Jay Webber content which mocked the New Jersey Assemblyman.”
Lewin, the Democratic candidate for Morris County freeholder in 2015, kept his identity secret and worked independently of the Sherrill campaign.