As some of you may well know, the internet is big now. If you’ve got a message to push, you could really help yourself out by getting out there on to Bebo, Myspace and beyond.
Here’s the top lessons we’ve learned from working on ‘Brand Cameron’, or as we like to call the campaign, #noTORYous.
1) It’s all in the timing
Any PR worth their salt knows that timing is key – we are no exception, in fact, we’re the rule. With unprecedented cuts to welfare budgets and a plunging approval ratings for the Chancellor of the Exchequer, launching George Osborne’s Twitter on budget day 2013 was an obvious move. Before we knew it, his début digital was trending, and it was really getting web-tongues wagging.
@George_Osborne you are such a plum .
— artwork (@artworkmagnetic) March 20, 2013
2) Food is #ontrend
With any kind of marketing, it’s important to take things back to basic #humaninstinct. Since time immemorial, humans have been eating food. Fact. It’s no coincidence, then, that food does well on the internet. For the Tory campaign, we really ran with this idea, swam with it and boogied with it ’til dawn. Here’s a couple of examples of how we used food to up the social media ante:
The G8 summit
G8 is a summit where world leaders meet to discuss global hunger <sad face>. The team drew up a mind map looking at our associations with hunger and the strongest word that came out of this was ‘food’. For this reason, we got David to tweet his menu – what better way to get people thinking about hunger than to make them feel hungry for great food?
The spending review
The Spending Review is a huge event in the political calendar and a very exciting time for the whole team (timing was also key here – see point 1). We wanted to make sure we showed that George was hard at work, but also a man of the people. After some intense hours brainstorming – we came up with this.
player-haters critics of the chancellor were saying that his Spending Review hit the poor quite hard – so to counter this messaging, we opted for some low-quality appearance junk food in order to appeal to a socially disadvantaged market.
3) Sport is power
As last year’s Olympic Games showed us, there’s a huge appetite for sport in this country. We like to make sure that David appears to be plugged in to all aspects of the sportosphere. Here’s an example of some recent work:
— David Cameron (@David_Cameron) July 1, 2013
This tweet is particularly strong because it shows that David able to carry out his prime minesterial duties whilst still keeping an eye on the sporting pitch.
We also like to make sure that David is mopping up the lowbrow by referring to ‘footy’; there were high-fives all round in the office when we came up with this impassioned message worthy of any die-hard soccer fan. Didn’t they used to chant that on the terraces at Old Trafford? ‘Best Wishes Becks, Best Wishes Becks. You are magic. Best Wishes Becks.’?
— David Cameron (@David_Cameron) May 16, 2013
4) Drop names
In the times we live in, #celebrity has never been more important. Bearing this in mind, we have been sure to drop as many names as possible.
— David Cameron (@David_Cameron) June 17, 2013
This one is probably the best because Obama’s more or less the biggest name out there, plus we’ve used a hashtag.
Before someone else starts a caption competition of this pic of me and Prince Harry, I suppose I’d better http://t.co/9u6kYn1eW8
— David Cameron (@David_Cameron) May 14, 2013
This one was particularly clever as it shows David has a) a sense of humour b) friends in royal places c) a strange doll.
Without wanting to give away too many trade secrets, we can tell you that we’ve got a LOT coming up in the digital pipeline. GIFs are going to be playing a big role come 2015 <see below for preview>.
Meanwhile we’re working on a meme to equal this. Whoever’s doing this guy’s social media needs to give me a call.
— Ed Balls (@edballsmp) April 28, 2011
See you in Cyberspace playas #YOLO