Inbox Marketer Case Study- Liberal Party of Canada

© 2011 Inbox Marketer, Inc. All rights reserved.

Liberal Party of Canada:Social Media Campaign

Federal Election | May 2011

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© 2011 Inbox Marketer, Inc. All rights reserved.

Develop a social media campaign to promote voting in Guelph for the 2011 Canadian Federal Election.

Create a strategy to target:

• University & other voting age students

• Young families

• Minority groups in Guelph

Help to increase awareness and voter turn out

Develop and implement this campaign within 2 weeks

Challenge

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Video credit: abidvirani @ youtube.com

© 2011 Inbox Marketer, Inc. All rights reserved. 3

Through social media platforms Youtube, Facebook & Twitter we developed a non-partisan campaign that complimented the student vote mob’s call to Canadian students to exercise their right to vote. Inbox Marketer:

Our Solution

• Developed a theme that challenged the target demographic to become aware and vote on May 2nd, 2011

• Created inspiring communication which spoke to the value of each voter’s participation and provided information on how to fulfill the call to action

• Communicated the call to action in a non-partisan manner with the goal of increasing overall voter participation

• Reactivated & revamped Frank’s social media platforms on Facebook & Twitter


Facebook Pages

“Welcome” Page

•Developed using the theme that challenged the target demographic to become aware and vote on May 2nd, 2011

•Statement “They say you won’t vote” was used with a CTA to “Prove them wrong” in May 2nd Federal Election.

“Prove it” page

•Provide quick, easy to understand information about how to vote in advance polls, or on election day

•Links to Elections Canada.ca included to provide additional information


Competitor Facebook

Marty Burke, the Conservative candidate, began the election with 130 likes and ended with 183

John Lawson, the Green Party candidate ended the election with 141 likes

NDP did not have a Facebook page

By May 2, 2011 – Frank’s Facebook fan page had grown to 506 Page Likes


Twitter

Upgraded the page layout and background for higher brand recognition and visual aesthetic

Provided Frank’s campaign team with Twitter Best Practices. Helped them post valuable and timely content for followers

Integrated calls to action for different content platforms including Facebook, Youtube and the Web

Reactivating Frank’s Twitter page


Election Sign QR Codes

Inbox created the first ever [in Canada] use of QR codes on Campaign Signs creating a offline to online link through mobile + social never before seen in Canadian Elections.

Ex. Intersections, High traffic areas, U of G Campus Sticker featured a QR code which linked to Frank’s Facebook Page


Crisis Management

Key Takeaway:The Liberal Party used Social Media to address an issue which arose on election day. By using social media they were able to easily and quickly provide information to the voters of Guelph about the situation, greatly minimizing the harmful effectives that otherwise could have resulted.


2011 Election Results

The 2011 Federal Election was Canada’s first truly Social Election

With Inbox’s help Frank Valeriote and his campaign team harnessed the power of Social Media to inform and engage Guelph constituents

Inbox utilized Facebook, Twitter, QR codes and the Web to create an integrated campaign with the power to reach audiences on multiple platforms


Key Metrics

The info-graphics below display some of the key metrics from the campaign from April 12 – May 2, 2011:


Integrate across all Social Media platforms (i.e. Facebook, Twitter, YouTube)

Link offline promotions to online promotions (ex. QR codes)

Engage, converse and accept some chaos and lack of control.

Key Take Aways


Appendices


Daily New Likes

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Daily The number of new people who liked the Page. (Total Count)


Lifetime Total Likes

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316 325 334 350382 389 395 406 425 446 465 487 496

Lifetime The total number of people who liked the Page. (Total Count)


Daily Active Users

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Daily The number of people who have interacted with or viewed the Page or its posts. This includes interactions from Fans and non-Fans. (Unique Users)


Daily News Feed Impressions

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Daily The number of times people (Fans and non-Fans) have viewed a News Feed story posted on the Page. (Total Count)


Daily Likes and Comments

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40 1 0 0 1

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49 1010

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1 27

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Daily The number of likes and comments made on News Feed stories posted on the Page. (Total Count)


Election Sign Sticker & QR Code

Election sign sticker and it’s QR code helped to connect the Liberal Party’s offline and online campaigns

59 Total Clicks

Technology

Inbox Marketer Case Study- Liberal Party of Canada