On 60 Minutes, Lesley Stahl interviews Brad Parscale, the Trump campaign’s digital director who used Facebook ingeniously to help elect the President. He tells Stahl he “fine-tuned political ads on Facebook to directly reach voters with the exact messages they cared most about” and handpicked Republican Facebook employees to guide him. The majority of his digital ad budget was spent on Facebook ads.
Parscale explains: “Twitter is how [Trump] talked to the people, Facebook was going to be how he won.” Parscale also reveals that he received help from Facebook employees “who showed up for work to his office multiple days a week.” He refers to these Facebook employees as “embeds” who taught him how to utilize Facebook’s advertising technology. Parscale says he heard the Clinton campaign “did not accept any of [Facebook’s] offers.” 60 Minutes airs Sundays at 7pm on CBS.