In Case Study

The goal in the end is not to win elections. The goal is to change society”

We did election campaign for Prof. Rita Bahuguna Joshi, the present MLA from Lucknow Cantt. and one of the most eminent cabinet minister in Uttar Pradesh Assembly for 3months i.e. from January 2017 till March 2017 during Uttar Pradesh State Elections. The main vision with which we started the election campaign was to capture maximum no of votes for Mrs. Joshi by identifying the potential voters and to rebuilt the positive image of hers which was effected in the past days due to her transition from Congress to BJP in the month of October.

Objectives We Planned to Meet

Segment
We first identified the Segment of potential voters in Lucknow Cantt. There are 3,12,017 electors with 75% of the total eligible voters have access to digital media.
Target
The elements we took care of while targeting the electors were Unique, Relevant, Planned & Clear to face the hurdles like Geographical Dispersion & Linguistic Barriers
Deliver
The quality of the results delivered were witnessed when Mrs. Joshi won the elections with a huge margin of 34,000 votes as compared to her competitors.
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How we planned to do it

Creating Voter Recall Value

We planned to get maximum vote conversion and reinforcement by creating Voter Recall and Identification Face Value by doing repetitive, relevant and clear marketing campaigns.

Delivering Correct Message

Content is such a weapon which if used in correct form can do wonders. We planned to Deliver Political Messages through Multiple Persuasive Communication Channel to target each Segment.

Using Social Media Handles

Creating and Promoting Official Social Media Handles for increasing followers and engaging with the masses with proper targeting strategies.

Increasing the Involvement with Party Activities

We planned to target Party Followers by doing online and offline Engagement Activities in order to win trust of the common public.

Hurdles Tackled

The goal in the end is not to win elections. The goal is to change the society”.

While doing election campaign for Mrs. Joshi a number of hurdles were faced which includes geographical dispersion among the electors, linguistic barriers and interest limitation. But apart from these the major one was the decreased face value of Mrs. Joshi since she had changed her party in October 2016 from Congress to BJP which was just 6 months for before the Vidhan Sabha Elections and this had led to a major downfall in her fan followings and face value.

Obstacles faced

She was facing criticism from people for such a dynamic shift in her career from Congress to BJP and therefore, getting maximum votes in her favor became a lot more difficult task amid such a criticism.

  • When we started, more than 80% of the retweets and feeds on her profile were negative, which was a troublesome task to be sorted and revamp with positive feeds
  • Another, hurdle was the candidate in opposition, Mrs. Aparna Yadav, who was considered as a strong candidate since she belonged from the family of the then running Chief Minister of Uttar Pradesh Mr. Akhilesh Singh Yadav
  • The face value of Mrs. Joshi was also diminished among her fans and followers and winning back the trust of the people in such a small period of time was a challenge in itself.

Keeping in mind all these hurdles we devised our strategy for her election campaign in order to deal with each and every problem while maintaining and rebuilding her positive face value for turning maximum votes in her favor in order to make her win the elections.

How we did it

Cleaning of Social Media Handles

In Order to combat the issue of criticism faced, all her social media accounts were first cleaned by removing the negative comments, keywords were added after proper research and analytics by our team to filter out the negative posts on her handles.

Combating Negative Remarks and PR

In case of Allegations and remarks made by the opposition candidates and parties, we didn’t lose our position and dignity and handled it diplomatically by promoting the positive work done by Mrs. Joshi, along with her statements and press releases justifying her acts.

Best Possible Use of Online Advertising

The website was built and continuously updated as its one’s identity online. The display and promotional Ads were run using Google and Facebook Adverts tool, under which people of different regions, age groups and gender were targeted accordingly for getting maximum results.

Syncing all the Social Media Accounts

All the social media handles including facebook, Twitter, Google+, Flickr, etc. were created, synced and regularly updated with the images of rallies, slogans, banners, etc. to create a recall value of Mrs. Joshi’s name and face value among the people. SMS & Whatsapp messages were broadcasted highlighting different USP’s.

Content Floatation

Various types of content was continuously floated in the form of blogs, classifieds, etc. on different third party websites and other significant websites for generating positive face value. We also shared the news link and images in which party or individual has succeeded to gain coverage.

Social Media Promotions

When we started, more than 80% of the retweets and feeds on her profile were negative, which were planned to be brought down by well planned strategy of content floatation related to the positive work done by her.We even Retweeted the important or valued tweets of famous leaders of the contesting party.

Social Media Engagement Activities

Posting and sharing the posts,news, etc. in different groups and communities on various social handles as well as we did various engagement campaigns like going live on facebook to share her ideas and opinions with the masses. We even did Posting, blogging and sharing the page links on different groups, pages, websites via around 50 different accounts.

Meeting Design Requirements

Creating required info-graphics and promotional videos and broadcasting them via whatsapp and social media. The Video of the rallies and other relevant live events were created and uploaded on YouTube and other social handles.

Managing PR and Face Value

In case of allegations or remarks made by the opposition candidates and parties, we didn’t loose our position and dignity and handled it diplomatically by promoting the positive work done by Mrs. Joshi, along with her statements and press releases justifying her acts.

Campaign Results

Success is simple. Do what’s right, the right way, at the right time.”

9.2K New Twitter followers

When we started, more than 80% of the retweets and feeds on her profile were negative, which was brought down to 20%

200+ likes on each tweets

Due to the continuous floatation of content and infographics related to the work done by Mrs. Joshi and her future agendas the likes on each tweet increased continuously.

40K + New facebook pages likes

The engagement activities and posts published on facebook managed to attract 40K+ new likes by March 2017.

20K + SMS Reach

The promotional messages which were broadcasted during the campaign reached to 20K+ people.

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The Taste of Victory

The efforts made by PinnacleWorks in promoting Mrs. Joshi, was a combination of traditional and digital marketing which resulted in a clear-cut win of Mrs. Joshi, where she got 50.8% of the total eligible votes defeating her opponent Mrs. Aparna Yadav by 34,986 votes and was elected as MLA for Lucknow Cantt.

List of efforts that paid off:

In order to make her win the elections and for increasing her face value, we took over all the Digital Media Platforms along with website building and updating for the provided 3 months:

  • The No. of Organic Likes on Facebook Page was increased by a number of 40k+ by March 2017.
  • In case of allegations made we handled it diplomatically to maintain face value.
  • Various types of content was continuously floated via SMS, Emails and Social Media to get maximum votes.