Both Trump and Clinton's campaigns seem successful - there was less voter turnout than in 2012. However, the angles they took seem to have reshuffled support in a way that ended up with Trump winning.
Turnout this election was 2% higher than 2012. It just doesn't look that way because everyone is focused on Clinton's and Trump's totals. This election saw the most votes cast for alternate candidates (a hair over 5% according to Wikipedia) since Ross Perot's run in 1996.
For that matter, compare Democratic votes in all three elections, looks to me like you can draw a fairly straight line 2008 to 2016.
But if you drop the loaded word suppression, yes, of course part of the game is to discourage the people who might vote for your opponent, the biggest change is that the language used today is by comparison quite tame.
https://www.washingtonpost.com/news/the-fix/wp/2016/10/27/do...