Brief
Crowd won a four way agency pitch to provide campaign strategy, creative production, social media strategy, content planning and execution for the States of Guernsey Election Campaign.
We were asked to create a set of campaigns that would engage the general public in the Election process and address the issue of voter apathy.
Our pitch included a peer-led community visual campaign “My Vote, My Voice”, with an inclusive approach to encourage dialogue and feedback from the electorate. It was the first successful influencer campaign from The States of Guernsey.
The campaign had to reach all island demographics and support the off-line activity with the Home Department.
Methods:
- Creation of a consistent, visual representation that appealed to a wide audience with the “My Vote, My Voice” tagline
- Design and development of Election 2016 website
- Advertising campaigns using local well known faces and influencers that created trust and mitigated the “us and them” sentiment between electorate and The States of Guernsey
- Press and media outreach via social media
- Video clips featuring manifestos of all standing deputies
- Live content/reporting from Election Roadshow venues
- Constant analytic interpretation and reporting to the Home Department to ensure on the fly campaign directions were maximised
Outcome:
- A highly engaged online campaign that support the off line activity seamlessly
- The first successful fully accessible voter outreach campaigns from The States of Guernsey
- A people first approach that allowed voters to ask questions online before deciding how they would cast their vote
- Seamless integration with social media conversations with the Election 2016 website
- Despite voter apathy being at an all time low our campaigns exceeded the two previous year’s sign up numbers to the electoral roll and engaged an inspired a larger proportion of the demographic to understand why their vote mattered