Download - Brand obama 2012
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Brand Obama 2012
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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
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1. Have a clear and authentic brand
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The president who cares about real America
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Vs Romney the flip-flopper
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2. Know who your true audience is
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Recognise the new real America
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Swing states
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Micro-targetting
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3. Embraced Big Data
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Project Narwhal
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Joined-up like never before
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Qualified leads
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Test, Test, Test
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4. Turned supporters into donors
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Email the big fundraiser
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Mobile drove repeat donations
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5. Embraced Behavioural Economics
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Create a crack BE team
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Written commitments
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Obama is a Christian (vs saying he’s not Muslim)
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6. Stick to a clear strategy
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Finishing the job
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With lots of micro wins
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A double-edged slogan (Obama will take you forward, Romney won’t)
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Defined Romney early on
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Romney’s strategy was only negativeAnd Believe in America worked for both sides
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But, bickering not presidential
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7. A fresh approach to comms
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Data informed TV strategy
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Internet now a crucial election news source
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Significant lead in Twitter & Facebook followers
12.7M 9.8M
Unique users: Facebook or Twitter
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Social media action was in the swing states
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Regular content to share (giving people a POV)
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Social media used to share their vote
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Thinking beyond Facebook and Twitter
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Text voters to telephone others
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8. Get out the vote
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Bring back 2008 supporters
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Vote early
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Field offices and community hubs
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Linking door-to-door with Big Data
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9. Support from the right partners
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Support from the right partners
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10. Excel in the day-job
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Reaction to hurricane Sandy
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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
![Page 48: Brand obama 2012](https://reader031.vdocuments.site/reader031/viewer/2022020123/55a86e6d1a28abc75f8b467f/html5/thumbnails/48.jpg)
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Twitter: @StephenStokes
LinkedIn: Stephen Stokes