Political campaigns are an integral part of the democratic process because they serve political candidates and parties as a primary means of transmitting political ideas, messages and solutions to recognized problems in order to win over target groups of voters. Political campaigns play a key role in shaping the political discourse in a country because they enable the clarification of differences between candidates and their platforms, while at the same time highlighting the issues that are most important to voters and to which they seek solutions from their political representatives. A successful political campaign depends on the analysis of the situation and the recognition of opportunities based on the analysis carried out, on setting realistic goals and on strategic and term and budget (financial) planning and implementation of the campaign. At the end of the campaign, its evaluation is carried out, i.e., it is assessed to what extent the set goals of the campaign have been achieved. The paper presents a case study based on the example of Donald Trump's political campaign for the presidential elections in the USA. A case study of the Trump campaign provides insight into the specific strategies and messages that shaped his controversial and distinctive campaign