Opinion: Secrets from the teals’ digital war room
There’s one piece of negative feedback that every political campaigner loves hearing: “I’m sick of opening my phone and seeing your ads”.
Sophie Scamps, Zoe Daniel, Monique Ryan, Allegra Spender and Kylea Tink all ousted Liberal men from parliament.Below the iceberg is the story of an advertising campaign that borrowed from both corporate marketing and cutting-edge US political campaigns to upend several campaign orthodoxies in Australia. And it worked, beyond any pundit’s expectations, and despite the protestations of the Liberal Party via the media: that these seats were theirs, in Peta Credlin’s words, “by right”.
Perhaps the most powerful convention thrown out was the timeline. Campaigns have long allocated their resources to build and then peak in the final days of an election. They hold the vast bulk of their spending in reserve until, in their estimation, voters have “switched on”. This is an enormous strategic error.In reality, opinions are formed over the long term, by osmosis. By reserving the advertising until the final weeks, campaigns miss what we call the persuasion window.
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