The savvy amongst you may have read this illuminating guest post from David Cameron’s social media whizz-kid team a few months back. I’m delighted to say that they have agreed to do another guest post for me, this time on their latest budget-themed coup de génie. Read and learn.
Yesterday was D-Day, or should we say B-Day, that is to say – Budget Day. B Day is a pretty big deal in political circles, kind of like the first day of Glastonbury – or the Hunt Ball.
D.C. tasked us with coming up with some awesome social media graphics to really get the net buzzing with Budget excitement. You probably already know what we came up with – but wait ’til you hear how we did it…
Once Jozborne had got down from the dispatch box, we ran over to the office computer and put ‘budget’ in to Yahoo – loads of people were talking about it, but there were some people getting a bit sensitive about benefits/ poor people etc.
We saw immediately that the debate needed re-shaping, and fast. I dashed over to the flipchart and wrote ‘How can we win the plebs back?’. I underlined the word ‘plebs’, and the ideas started flowing thick and fast.
Joffy, my head of #Creative pointed out that George and the boys have brought in loads of awesome verticals on #leisure, and we could use these to entice the poor. Some of these tax breaks are truly awesome – reduced theatre tickets, HELLO! – but we weren’t going to catch the proles with Noël Coward . It was time to think harder.
Another quick search revealed that G-bear was also bringing in some sweet breaks on beer and ‘Bingo’ – a quick net search later, and we were all familiar with what Bingo was – and ready to go!
We didn’t want to patronise anyone in the Disadvantaged Market, but we wanted to make our message clear – here’s what we came up with (you might have seen it, it is #trending).
Let me talk you through it: the graphics were a no-brainer – fun, primary colours, capital letters ie. Easy-To-Read.
It took us a bit longer to the nail the copy. Our first draft was almost there:
‘Cutting the Bingo Tax and Beer Duty: To give the working man something to vote for’
But on reflection, we thought this might be too cerebral, so we tried something else:
‘Cutting the Bingo Tax and Beer Duty: because benefits won’t squander themselves.’
But finally we went for this – ‘Cutting the Bingo Tax and Beer Duty: To help
plebs hardworking people do more of things they enjoy’.
We used a #hashtag because it’s very modern to do that.
Once we’d made the graphic, we thought long and hard about who we should get to tweet it; first we thought of D-Cam himself, but we decided against because, as Joffy said, “too obvious”. Then we thought of the G-Ozzenator – but, as we soon figured, the dude’s cool enough already.
We needed to give this piece of marketing genius to a rising star, someone on the cusp of greatness. There was only one choice – it had to be the Shappster. Our reasoning was three-fold:
1) He’s a Minister Without Portfolio – how fucking badass is that, no portfolio NEEDED bro! #legend
2) He’s got that whole cool-Tory-could-imagine-him-toe-tapping-at-a-Coldplay-gig thing nailed.
3) His name’s Shapps – that’s fucking schnappy.
Needless to say, the internet’s reaction has been EPIC.:
– He’s from outta space boi!
This one really shows our messaging was crystal clear – we properly appealed to our target market. But, mate, no offence, you would not know how to appreciate swan blood #redmouth2008.
We even managed to spawn a new #hashtag without even meaning to (#exponential) – #torybingo est né Check it:
Nice One Egg Man!
But I think what really marks this particular #viral success out, is that now people have actually started doing our job for us – #crowsdsourcing #skills.
This is so on message I cannot believe we didn’t write it ourselves – awesome namedrop of #Eton too.
Finally, here’s the Shap-Dancer visiting a menial workplace today. A Working Class Hero is born. Job done.