Download - Brand obama 2012
Brand Obama 2012
6. Stick to a clear strategy
10 observations
9. Support from the right partners
3. Embraced Big Data
2. Know who your true audience is
8. Get out the vote
5. Embraced Behavioural Economics
7. A fresh approach to advertising
1. Have a clear and authentic brand
10. Excel in the day job
4. Turned supporters into donors
1. Have a clear and authentic brand
The president who cares about real America
Vs Romney the flip-flopper
2. Know who your true audience is
Recognise the new real America
Swing states
Micro-targetting
3. Embraced Big Data
Project Narwhal
Joined-up like never before
Qualified leads
Test, Test, Test
4. Turned supporters into donors
Email the big fundraiser
Mobile drove repeat donations
5. Embraced Behavioural Economics
Create a crack BE team
Written commitments
Obama is a Christian (vs saying he’s not Muslim)
6. Stick to a clear strategy
Finishing the job
With lots of micro wins
A double-edged slogan (Obama will take you forward, Romney won’t)
Defined Romney early on
Romney’s strategy was only negativeAnd Believe in America worked for both sides
But, bickering not presidential
7. A fresh approach to comms
Data informed TV strategy
Internet now a crucial election news source
Significant lead in Twitter & Facebook followers
12.7M 9.8M
Unique users: Facebook or Twitter
Social media action was in the swing states
Regular content to share (giving people a POV)
Social media used to share their vote
Thinking beyond Facebook and Twitter
Text voters to telephone others
8. Get out the vote
Bring back 2008 supporters
Vote early
Field offices and community hubs
Linking door-to-door with Big Data
9. Support from the right partners
Support from the right partners
10. Excel in the day-job
Reaction to hurricane Sandy
6. Stick to a clear strategy
10 observations
9. Support from the right partners
3. Embraced Big Data
2. Know who your true audience is
8. Get out the vote
5. Embraced Behavioural Economics
7. A fresh approach to advertising
1. Have a clear and authentic brand
10. Excel in the day job
4. Turned supporters into donors
Twitter: @StephenStokes
LinkedIn: Stephen Stokes