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Robin Groulx / Axios

The super PAC that spent nearly $200 million trying to elect Hillary Clinton is now diving into a major and long-term digital effort to defeat Republicans and Donald Trump.

Guy Cecil, who runs Priorities USA, tells me his group spent more than $35 million on digital in 2016, and they're applying lessons learned from the cycle to a new digital outfit. They're in the early stages, so details are still light.

He's in the process of hiring an initial digital staff of at least 25 people, and plans to build an operation that will share its work with groups right across the progressive "resistance." He doesn't have a fixed budget yet, but the group has proven deep pockets and access to Democratic mega-donors like Jay Pritzker and George Soros.

Five things Cecil and his group are planning in the digital space:

  1. Daily, consistent and long-term digital communications with two groups: 2012 voters who didn't vote in 2016 "who should be for Democrats." The second group is Obama-Trump voters, not just in the Midwest but in places like the exurbs of Florida, where Clinton's performance was significantly lower than Trump's.
  2. Building a digital voter file that allows them to do a better job modeling and targeting voters online in the long-term.
  3. Converting anti-Trump protesters into registered voters: "whether it's developing a tech solution so that whenever a person is at a town hall or at a rally or protesting at an airport or at a march...ads are being delivered to them allowing them to check in, allowing them to pick an issue that's important to them, and having that information shared with organizations who are going to be involved in electoral work."
  4. Reaching out to regretful Trump voters and telling them when the President fails them: "we will use peer-to-peer applications that leverage users' social networks to share content organically, and experiment with content delivery to break through silos and find new solutions for reaching audiences."
  5. Hiring different creative folks to communicate with Obama-Trump voters: "People that have experience, for example, communicating with voters in the building trades...it's not just the same ten folks or same hundred folks that are moving from campaign to campaign who have all the experience in the world on communicating with Millennials online or communicating with Democratic base voters online but don't speak the language that these voters want to speak."

Go deeper

Supreme Court appears likely to roll back abortion rights

Abortion rights advocates and anti-abortion protesters demonstrate in front of the Supreme Court in Washington, D.C., on Dec. 1. Photo: Olivier Douliery/AFP via Getty Images

The Supreme Court on Wednesday seemed likely to weaken abortion rights and perhaps to let states ban the procedure altogether.

The intrigue: The court seemed likely to throw out the framework established in Roe v. Wade, but it wasn't clear whether a majority of the justices were inclined to overturn the court's precedents entirely.

Felix Salmon, author of Capital
Updated 45 mins ago - Economy & Business

How to meme a painting

Illustration: Megan Robinson/Axios

How can a physical artwork become an NFT? One new company has just spent $12.9 million on a Banksy in an attempt to try out a new way of converting the real into the virtual.

Why it matters: The art market globally sees volume of about $60 billion per year, almost all of which is trade in physical objects. Art-world insiders including former Christie's c0-chair Loïc Gouzer are on the lookout for ways to monetize physical paintings without necessarily giving up physical ownership of them.

What abortion access would look like if Roe v. Wade is overturned

Expand chart
Data: Axios Research; Cartogram: Sara Wise and Oriana Gonzalez/Axios

Abortion would immediately become illegal in at least 12 states if the Supreme Court were to overturn Roe v. Wade, and more would likely follow suit quickly.

Why it matters: The Mississippi case before the Supreme Court Wednesday could throw Roe's survival into question, or at least narrow its scope.