3-4x More electoral Votes than the projected expectations from top-rated research sociological agencies.
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More Electoral Votes
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Daily Google Searches at the election date
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GRP Points
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Increase on engagement
Their Story:
Founded in 2015, SpasiSofia is a non-govermental organization that aims to identify the problems of Sofia and give reasonable solutions for them. Their main goal is to change Sofia into a new, modern and sustainable city and to improve the quality of life to the citizens.
Their Goal:
Spasi Sofia introduced their independent candidate - Boris Bonev with whom they wanted to represent the Citizens of Sofia city. Boris Bonev applied for Sofia Mayoral Elections for the 1st time. The main goal was to get as many electoral votes as possible as digital marketing was the only paid marketing channel they choose to use.
Their Solution:
Sequential Video Retargeting with huge 3 week Awareness Campaigns
Our 2 major platforms were Facebook and Google but also a big part of the campaign was the ongoing debates and interviews that the candidate Boris Bonev participated in because this brought a lot of media activity and legitimation of our work.
The whole strategy for the month was to bring as much awareness possible in the first 3 weeks and then focus only on remarketing and retargeting campaigns in the last week. The main goal in the first 3 weeks was to bring as many people as possible to the middle of the funnel so in the last week our sequential messages could bring people to the bottom of the funnel and preferable vote (convert).
Spasi Sofia had very powerful assets - a website and a 400 pages program - “Plan za Sofia” which was very user-friendly presented on the website www.planzasofia.bg. We have used the website as a tool with which we can optimize for specific behavior that people express on the website such as Page duration, Number of pages visited and express interest in certain topics from the program.
We have used all this data for the remarketing and retargeting campaign where we increased our bids to capture those highly intensive users and segmented them even further by age and location so that the combination of remarketing videos that we showed them were exactly for people of that specific age group showing them how exactly they would benefit choosing to vote for him or living in a certain region with the solution for that region. We add scarcity that the elections are close so that we create a bit of a decision taking the time.
We also saw a progressive increase in the numbers of Google Searches as the election date was coming. On the voting that we saw 15 000+ Searches for the name of the candidate which was 4 times more than the average searches during the past 5 days.
Their Success:
Boris Bonev from Spasi Sofia resulted with 10.8% electoral votes which exceeded 3-4 times the expectations of all major research social agencies. Here are some of the results we have achieved:
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More Electoral Votes
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Daily Google Searches at the election date
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GRP Points
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Increase on engagement
