In contemporary politics, online strategy is no longer a choice, it’s a necessity. Campaigns are made or broken by their success at reaching out to voters on the internet. For multimillion-dollar-budget candidates running at the national level, establishing a strong online presence is difficult but feasible. For less well-heeled down-ballot candidates, it seems virtually impossible.
That disparity is one that Patricia Nelson, co-founder of Hey Victor, is driven to reverse. With a professional background in corporate marketing, entertainment, education, and politics, Nelson has witnessed how digital technology can revolutionize engagement firsthand. Her charge now is to bring those technologies to candidates who most need them.
Lessons from the presidential stage
Nelson’s journey into political tech started in an unexpected location: a presidential campaign. Based on Hey Victor’s biography, she came on board Andrew Yang’s presidential campaign as Digital Director and also as Creative and Social Media Director. Yang’s campaign was unorthodox, pinning much of its success on engaging online to gain traction.
For Nelson, it was a test of bringing brand-building tactics to politics. Campaigns, as businesses, have to craft good stories. They have to find their audiences, reach them regularly, and move interest to action, donations, volunteering, and votes. Nelson’s experience prepared her for the task.
At VaynerMedia, she had created plans for international brands like Campbell’s and Pepperidge Farm. While working with the Bravo network, she helped build fan loyalty for brands like Real Housewives and Top Chef. Politics married both: the discipline of brand marketing and the intensity of entertainment fanbases.
What she saw through the campaign was that smaller races did not have the infrastructure of national campaigns. A city council candidate could not afford to hire a full digital team or invest months constructing a website. Many had to resort to using outdated tools or generic templates that did not capture their message.
Founding Hey Victor
In 2023, Nelson co-founded Hey Victor with Giovanna Salucci, a political digital director with her own deep experience. The company’s mission was clear: “We’re on a mission to elect more Democrats to office at every level.”
Their answer was straightforward but revolutionary. Hey Victor provides sites that “pretty much build themselves.” Candidates may have a professional site up in minutes, equipped with tools for fundraising, event promotion, and communication. What could take weeks and thousands elsewhere is available inexpensively and quickly.
To Nelson, innovation isn’t only about technology, but accessibility. “Patricia is an expert at leveraging data to craft interest-based audiences and drive go-to-market strategy,” her bio continues. That mentality guarantees Hey Victor’s websites aren’t merely beautiful, they work.
Why down-ballot races matter
Attention to down-ballot races makes Hey Victor unique. Most political tech companies pursue national campaigns or big-budget state races. Hey Victor targets lower on the ballot but greater in effect. School boards, city councils, and local legislatures directly influence communities, but their candidates rarely have digital help.
Nelson and Salucci’s decision to target this space reflects a belief in equity. Local candidates shouldn’t be excluded from modern tools simply because they have fewer resources. By leveling the digital playing field, Hey Victor is helping to broaden participation in democracy.
A values-driven venture
Right from the start, Hey Victor prioritized values over technology. Nelson and Salucci characterize the company as queer-led and female-founded. In an open letter, they committed to providing discounted access to women contemplating running for office. The move highlights their dedication to representation and inclusion.
For Nelson, this is personal. She’s a woman in digital marketing and political tech and has witnessed firsthand how access tends to be uneven. By infusing equity into the company’s mission, she makes sure that Hey Victor does not just represent her expertise but also her values.
Bridging national lessons with local needs
The shift from national to local campaigns demands adaptability. National campaigns are run on a grand scale. Local campaigns are run on tight budgets and with volunteer staff. Nelson’s brilliance is taking big-campaign strategies and scaling them down.
Her background as a teacher makes this possible. Having instructed graduate students in social media strategy, she knows how to make complexity simple. That frame of mind is reflected in Hey Victor’s design. Candidaes don’t require coding capability or sophisticated analytics skills. The heavy lifting is done by the platform, and they can concentrate on engaging with voters.
Looking forward
As politics is more and more about the digital, the demand for platforms like Hey Victor will never cease. Voters expect candidates to maintain professional websites. Donors expect seamless online donations. Volunteers expect efficient communication. Without such tools, candidates will become irrelevant.
By extending campaign innovation to the local level, Patricia Nelson is redefining political engagement. She is demonstrating that the insights of a presidential race can empower even the tiniest contests. For democracy, that might be the most significant innovation of all.
