How "Never Trump" voters saved Republicans’ Senate majority

Toomey’s campaign divided potential swing voters into nine separate buckets, based on issues they cared most about. Those voters saw messages about the senator’s work on measures supporting local police departments, on the opioid crisis and on gun control in their Facebook feeds.

Johnson, meanwhile, spent much of his time in northwest Wisconsin pledging to take the grey wolf off the Endangered Species List. He also worked on a deal to allow those in the Minneapolis media market, which covers much of western Wisconsin, to see Green Bay Packers games on Sundays.

Both candidates targeted Republican voters most at risk of sitting out the election with a pledge to fill a vacant Supreme Court seat with a conservative justice.