That's one piece of the puzzle though. I wouldn't say he won only on that platform. He also won on platforms of change, law and order, and a return to old school America. I personally thought it was a disgusting campaign that used fear mongering and hate to vilify numerous parts of the nation, but I would not say his only platform was "don't vote for Hillary". But for Hillary I would definitely say the opposite was her strongest message, perhaps even her only one.
Anecdotally I think I have to agree with you. Most of my friends are the sort of college educated millennials that voted overwhelmingly for Clinton but even when talking about her there seemed to be a social stigma to saying that Clinton is a good candidate. She made a very good case for being the lesser of two evils but it seems that she failed to convince even many of her supporters that she was actually good.
The best argument I heard for her was that she was the most uniquely qualified for the job. She had experience at both the congressional and executive levels, plus she was the first lady for 8 years to boot. That was the argument my girlfriend gave me every time we talked about it and I respected it. But that message got lost when you dug too deep. There were a lot of mistakes made during her time as senator and secretary of state and so they never pressed on the experience platform much. It hurt her quite a bit in the long run.
