Elections: Localising The National Message

Case Study

Elections: Localising The National Message

In a democracy, elections are fought at two levels – the national stage and at the constituency. It is imperative to ensure that the national messaging is tropicalised at the local level so that a candidate can make her or his presence felt strongly.
Problem Definition Solution Description Results
Barack Obama's Campaign had opened the way politician’s world over looked at engaging the electorate using the reach of the Internet. One of the national political parties was looking at engaging the youth in New Delhi (India) with tailored messaging that 1. Promoted their candidates and promises with a specificity to sub-regions of the city as also at a national platform, and 2. Monitor the other political parties messaging and create content that can counter claims. All this was to be achieved within the stringent guidelines issued by the body that governed the electoral process.
As the exclusive digital and social marketing agency, we met the election managers in the party and understood the poll promises as also the specific issues within each constituency drilled down to the lowest level. We also set up a process to monitor the top two candidates from opposition parties in each constituency - All information dissemination channels in the public domain were mapped and monitored on a regular basis - social media, YouTube, e-mail marketing, radio, TV, outdoor, pamphlets etc. We got a daily download on the trending issues and discussed them with the campaign managers by presenting a creative treatment and an appropriate media plan that looked at driving impressions for static creative and views for videos across channels so that prospective voters got multiple views of the same and were gently pushed along the route to take a decision. We typified the creative with language and area specific references while carrying the national thematic messaging. The frequency was kept at 3+ with a reach of over 60% over the month-long campaign period. All this in addition to the national campaign being run by the party across TV, Print, Radio, Outdoor and the public meetings. We had a dedicated team member to meet the officials in the governing body and seek approvals - typically there was a rejection rate of 30%, so we had to over-produce creative to be able to field a sufficient bank each day.
The party we represented won a majority in the state we managed the campaign. Most of the candidates won with a substantial majority - all of them were elected for the first time. The success of the local addition to the national campaign may be attributed to a high SOV and a high rate of creative refresh that used humour to convey the local equivalence of national messaging.

Project Details

  • Govt. & Semi-Govt.
  • Marketing Services
  • Vikram Sivaramakrishnan
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