Barack Obama
                 Election Campaign 2008
                 A collection of marketing material




http://domini...
Jo Biden’s online presence
     •  Leveraged social networks
     •  Presence was a support to Obama
     •  Elements incl...
http://dominiquehind.wordpress.com
http://dominiquehind.wordpress.com
http://dominiquehind.wordpress.com
Obama’s Presence
     •  Leveraged social networks & communities
     •  Rallied people to generate support
          –   ...
Online Presence




http://dominiquehind.wordpress.com
http://dominiquehind.wordpress.com
Regular updates to the website
                                     including a count down
                               ...
Video was a huge part of both
                                     candidates campaigns – on site
                        ...
http://dominiquehind.wordpress.com
The day before the election
                                     there were 1,053,791 calls made




http://dominiquehind....
Constant push to the polling booths




http://dominiquehind.wordpress.com
Promotional elements on every page
         Utilised all possible real estate
         Majority were around:
         - Sm...
The site was created properly &
                                     easily indexed in search engines
                    ...
Thank you message as
                                     soon as it happened




http://dominiquehind.wordpress.com
Little change to the page
                                     one week later, except
                                    ...
The site heavily pushed
                                     the merchandise, before
                                     ...
Personalised Online Presence

                                     My Obama




http://dominiquehind.wordpress.com
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Email Communications




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Social Networks

                                     Facebook
                                     MySpace



http://domi...
The Facebook page was engaging.
                                     There were constant updates:
                        ...
The big Facebook groups were:
                                     -  Students for Obama (193,000)
                       ...
http://dominiquehind.wordpress.com
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Smear Campaign




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Learnings
     •  Leverage communities & networks
          –  Friend get friend
     •  Consistent presence
          –  ...
Supporting Campaigns

                            The Great Schlep
                           Project Vote Smart
         ...
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Obama Campaign Summary

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A summary of the online marketing collateral used throughout the Obama political campaign. Covers everything from John Biden to Obama's email communciations and supporting online properties.

Published in: Technology, Business

Obama Campaign Summary

  1. 1. Barack Obama Election Campaign 2008 A collection of marketing material http://dominiquehind.wordpress.com
  2. 2. Jo Biden’s online presence •  Leveraged social networks •  Presence was a support to Obama •  Elements included: –  Website with dynamic content based on location –  Email communication –  YouTube channel •  Focus on PUSH rather than collaboration http://dominiquehind.wordpress.com
  3. 3. http://dominiquehind.wordpress.com
  4. 4. http://dominiquehind.wordpress.com
  5. 5. http://dominiquehind.wordpress.com
  6. 6. Obama’s Presence •  Leveraged social networks & communities •  Rallied people to generate support –  Merchandise –  Online assets & properties (buttons, banners & groups) –  Offline assets (posters) –  Host parties (debate & election night) •  Constant push for donations in every piece of communications •  Elements included: –  Website with dynamic content & personalised area (blog) –  Constant email communication from a range of supporters (wives, Al Gore, campaign managers) –  Social networks: Facebook, MySpace, BarakTV, blog, etc •  Focus on INVOLVEMENT & COLLABORATION http://dominiquehind.wordpress.com
  7. 7. Online Presence http://dominiquehind.wordpress.com
  8. 8. http://dominiquehind.wordpress.com
  9. 9. Regular updates to the website including a count down Constant requests for involvement http://dominiquehind.wordpress.com
  10. 10. Video was a huge part of both candidates campaigns – on site & off site http://dominiquehind.wordpress.com
  11. 11. http://dominiquehind.wordpress.com
  12. 12. The day before the election there were 1,053,791 calls made http://dominiquehind.wordpress.com
  13. 13. Constant push to the polling booths http://dominiquehind.wordpress.com
  14. 14. Promotional elements on every page Utilised all possible real estate Majority were around: - Smear - Driving support - Policies (although minor) http://dominiquehind.wordpress.com
  15. 15. The site was created properly & easily indexed in search engines Social networks were used to help push other traffic & are highly indexable in search engines http://dominiquehind.wordpress.com
  16. 16. Thank you message as soon as it happened http://dominiquehind.wordpress.com
  17. 17. Little change to the page one week later, except pushing the donatation/ merchandise http://dominiquehind.wordpress.com
  18. 18. The site heavily pushed the merchandise, before & after the vote http://dominiquehind.wordpress.com
  19. 19. Personalised Online Presence My Obama http://dominiquehind.wordpress.com
  20. 20. http://dominiquehind.wordpress.com
  21. 21. http://dominiquehind.wordpress.com
  22. 22. http://dominiquehind.wordpress.com
  23. 23. http://dominiquehind.wordpress.com
  24. 24. Email Communications http://dominiquehind.wordpress.com
  25. 25. http://dominiquehind.wordpress.com
  26. 26. http://dominiquehind.wordpress.com
  27. 27. http://dominiquehind.wordpress.com
  28. 28. http://dominiquehind.wordpress.com
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  30. 30. http://dominiquehind.wordpress.com
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  37. 37. http://dominiquehind.wordpress.com
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  39. 39. http://dominiquehind.wordpress.com
  40. 40. http://dominiquehind.wordpress.com
  41. 41. http://dominiquehind.wordpress.com
  42. 42. http://dominiquehind.wordpress.com
  43. 43. Social Networks Facebook MySpace http://dominiquehind.wordpress.com
  44. 44. The Facebook page was engaging. There were constant updates: content, videos, comments from supporters http://dominiquehind.wordpress.com
  45. 45. The big Facebook groups were: -  Students for Obama (193,000) -  Joe Biden (171,000) -  Michelle Obama (142,000) -  Obama (120,000) -  Women for Obama (62,000) http://dominiquehind.wordpress.com
  46. 46. http://dominiquehind.wordpress.com
  47. 47. http://dominiquehind.wordpress.com
  48. 48. http://dominiquehind.wordpress.com
  49. 49. http://dominiquehind.wordpress.com
  50. 50. http://dominiquehind.wordpress.com
  51. 51. Smear Campaign http://dominiquehind.wordpress.com
  52. 52. http://dominiquehind.wordpress.com
  53. 53. http://dominiquehind.wordpress.com
  54. 54. http://dominiquehind.wordpress.com
  55. 55. http://dominiquehind.wordpress.com
  56. 56. http://dominiquehind.wordpress.com
  57. 57. http://dominiquehind.wordpress.com
  58. 58. Learnings •  Leverage communities & networks –  Friend get friend •  Consistent presence –  Ongoing one-to-one communications •  Lack of Obama involvement –  Ghost written rather than involvement •  Candidates images are constantly used http://dominiquehind.wordpress.com
  59. 59. Supporting Campaigns The Great Schlep Project Vote Smart Twitter BBC Election Watch (the results) http://dominiquehind.wordpress.com
  60. 60. http://dominiquehind.wordpress.com
  61. 61. http://dominiquehind.wordpress.com
  62. 62. http://dominiquehind.wordpress.com
  63. 63. http://dominiquehind.wordpress.com
  64. 64. http://dominiquehind.wordpress.com
  65. 65. http://dominiquehind.wordpress.com
  66. 66. http://dominiquehind.wordpress.com
  67. 67. http://dominiquehind.wordpress.com

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