Research focused on digital tools and the Global South has enhanced our understanding of electoral campaigning. Although big data and social media seem to be game-changers in contemporary politics, studies of data-driven campaigns highlight that the reality does not always match the potential. Moreover, research into campaigns in Africa, East Asia and Latin America has enriched our knowledge, underlining that digital campaign tools are at their most effective when combined with more traditional means of campaigning, when clicks are combined with mortar. Rallies, in particular, remain an important mode of campaigning given both the information conveyed by their physical location, and the popularity of the candidate or party indicated by the size of the crowd. Reviewing the advances in scholarship, however, highlights that despite changes in the modes of campaigning, the key ingredient of a campaign remains a clear and compelling message to mobilize and persuade the electorate.