As the dust settles on a historic UK general election, there is plenty to unpick. From campaign blunders to voting reform, analysts will have no shortage of discussion points as we experience Labour’s first days of power since 2010.
From the get-go, the party’s digital marketing strategy has paid dividends. Reactive content paired with a sophisticated understanding of audiences helped keep Labour in pole position throughout the election cycle.
Here are some of the key ways Labour’s approach helped put Keir Starmer in Number 10.
First out the gate, first past the post
Despite the surprise timing of Rishi Sunak’s decision to go to the polls, the agile launch of Labour’s digital campaign gave the party an edge from the off.
Labour was quick to press home a simple message - ‘Change’ - and find a broad number of ways to deliver it. The party continued to be reactive to developments on the campaign trail while keeping its core message consistent.
Labour also showed a strong sense of timing. As Sunak delivered his rainy Downing Street speech announcing the election, 150 local Labour candidates quickly published targeted videos, getting their message out to prospective constituents first.
Election rules limit spending once parliament dissolves so getting these assets out quickly was vital - and gave Labour a solid foundation to build on for the remainder of the campaign.
Understanding the audience
Labour also showed a sophisticated understanding of the content that would resonate with its audiences across different platforms.
It had been touted as being the TikTok election, and although that’s not how things actually transpired, the platform still proved its worth in places.
This post for example captured the mood of the youth vote after Sunak revealed plans to reintroduce a form of national service. It clocked up 5.1 million views, over 735k reactions.
Meme-based content isn’t right for every brand, but for those who can tap into it, it’s an effective way to show you have your finger on the pulse while also keeping costs down.
The campaign team also utilised more traditional digital methods to reach voters and supporters. Direct email campaigns worked well and are thought to have given Labour a big boost in donations.
High spend, high impact
Labour vastly outspent the Conservatives across different paid platforms. Figures from ‘Who Targets Me’ indicated that Labour put £350k into Youtube/Google paid spend in the first week compared to £50k from the Tories. Similarly, the party outspent them on Facebook in the same timeframe, paying £500k compared to about £200k.
While not a new development, social platforms are increasingly pay-to-play. While strong, organic content can still have a huge impact, paid campaigns are becoming more and more effective at guaranteeing you can reach your target audience.
Broad reach
Labour’s social reach far outstripped other parties. Across all major platforms, Labour’s follower counts sat well above its rivals. Reform meanwhile saw the highest growth across most platforms (though this is perhaps unsurprising as a newer party).
The Conservatives are also said to have taken a very targeted approach to their adverts compared to Labour’s widely cast net. Being laser-focused can be very beneficial for some paid campaigns, but the strategy clearly did not pay off for the Tories in this election.
This was a fascinating general election to watch unfold from a marketing perspective. No doubt when the next one rolls round, tools, platforms and best-practice will all have evolved again.
In the meantime, follow our social channels to stay ahead of the latest trends.
Author: Gareth Francis
