How did he actually lose that election?

In 2022, Chris Jones, a nuclear engineer, ran for Governor of Arkansas

https://en.wikipedia.org/wiki/Chris_Jones_(Arkansas_politician)

He is an Arkansas native. He wrote a detailed platform about improving Arkansas. He visited every single county. His opponent, Sarah Huckabee Sanders, barely campaigned.

Jones lost by double digits. She absolutely destroyed him.

https://en.wikipedia.org/wiki/2022_Arkansas_gubernatorial_election

How the fuck did that happen? What's the Arkansas culture like?