USING THE POWER OF SOCIAL DATA TO SUPPORT A POSITIVE NATIONAL ELECTION CAMPAIGN. AND WIN.
TO SUPPORT A NATIONAL POLITICAL PARTY IN THEIR DRIVE FOR RE-ELECTION WE DEVELOPED A BESPOKE INSIGHT PROCESS TO COLLATE SOCIAL DATA AND HELP EVOLVE POLICIES OF POSITIVE CHANGE FOR GOOD
When approached to lead the governing party’s re-election campaign, we immediately set about developing a bespoke approach; one that would allow us to uncover new insights about disenfranchised voting demographics whilst also tracking our client’s political rivals.
We combined geographical search data, insights from social listening and qualitative research of online comments on key social pages to create a unique data set to share with the campaign team.
We then benchmarked this data set against key policies and political rivals to form a way to generate weekly reports and recommendations on key messages and policies to upweight.
PROBLEM
Young people
Were growing increasingly disenfranchised with politicians. Not only did they associate them with corruption and cronyism but they hated the negative and personal campaigns they ran.
OPPORTUNITY
Being Disenfranchised
Meant they didn’t feel personally aligned to any of the parties, which crucially meant they were broadly undecided and their vote was up for grabs.
SOLUTION
We identified & advised policies
Which were tracking well with younger audiences and instructed the campaign team to upweight these in key digital channels
BEYOND THE BRIEF
In the final week
To the election we created a series of short digital films, optimised for social channels, to hammer the policies home. We also gave instructions on which audiences to target which films too.
