Earlier this week, President Obama gave his annual State of the Union address to the nation. Each year, the State of the Union speech is a critical moment for the leader of the nation to make his agenda known, and more importantly, convince the nation and its legislators to support him. Historically, viewership has consistently been on a decline for almost two decades. In addition, this is the first time during his presidency that he has addressed a majority Republican House and Senate. In order to increase viewership and engagement, the President made some significant changes to the strategies surrounding his speech. Following his address, some commented on his confident demands or his alleged “swagger,” but there was more to it than his tone of voice or his affect. This year, Obama’s marketing and communications staff came armed at the ready to equip the President with all the unknowns that differentiate a good speech from a persuasive one. In an attempt to “change the game,” Obama’s communication team embraced digital marketing to position him as relatable and relevant and convince more citizens to participate in and engage with his political agenda.