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Removing a Conservative
flagship seat from Tory control
by tripling the LibDem vote
Parliamentary Elections
London Kensington
June 2017
Were you still up for Kensington? The shock result of the 2017 UK general,
and the story behind how a jewel in the Conservative crown was flipped
through next generation campaigning.
In 30 days
with only £4.5k
Achieved with a digital strategy based on a combination
of strategic approaches to achieve the best ROI.
1. Use the lowest cost
media to reach and
profile audiences
2. Following up with
campaigns targeted towards
frequency and saturation
3. Constantly evolving messaging
in different formats creating an
evolving narrative
Unseating a
100 year old tory
stronghold
88 creatives, 750 tweets, 250+ Facebook
posts, 12 videos, 10 leaflets, 4 letters,
3 days of real-time digital conversation,
2 twitter feeds, 1 landmark
election result
2.5x election
result for the
LibDems
Key Digital KPIs
Google Display Network
CPM cost of £0.54 ~ £1.2
with CTR up to 0.15%
Facebook
Cost per Action
£0.08
YouTube
View Rate
of 52%
Through careful video
scripting for digital
audiences
Through daily updated
creative with strong
relevance and rich
media
Through ultra precision
targeting and messaging
pre-tested on social media
Facebook:
£0,021
per saturated individual
with 2.3 impressions
YouTube:
£0.016
per saturated individual
with 2.9 impressions
Facebook CPA:
£0.01~£0.02
per individual engaging
with a post
Dynamic and evolving
creative assets
narrative
“Fundamentalism and
terrorism will not be
combatted by police cuts or
leaving the EU but by the
strength of our democracy
and communities”
Kensington
Election
Reporter
MASSIVE SURGE
FOR LIBDEM IN
KENSINGTON
On June 8th, VOTE ANNABEL MULLIN Fiscally Strong, Socially Responsible
STRONG ECONOMY
& SOCIAL POLICIES:
TWO SIDES OF
THE SAME COIN
As Remainers
Reject Tories
Since the Brexit vote a year ago, the
U.K. has fallen from first to last place
in economic performance in the G7.
With the risk of further inflation,
rising business rates, and job losses,
Annabel Mullin is committed to
fighting for Britain to remain in the
Single Market.
“What are Labour and the Conserv-
atives thinking? Do they want Brexit
that much?” asked Mullin. “We need
a strong, honest opposition to stop
the damage they are doing to our
economy. I will speak up for a Britain
open to both business and people.”
WHAT WILL HAPPEN TO
KENSINGTON FAMILIES
AS EU CITIZENS EXIT
LONDON?
The Conservative MP was absent, just
as she was when the vote came up
in Parliament. Annabel Mullin said,
“Let us all remember these include
our NHS doctors and carers, our
husbands, wives, and friends. They
deserve someone who will speak up
for them.
Annabel Mullin
Kensington’s economic prosperity
goes hand-in-hand with social justice,
education and good health care.
ANNABEL DECLARES “IT IS TIME TO
MAKE SENSIBLE THE NEW RADICAL”
“THEY SAY IT’S NOT VIABLE,
BUT IT’S ALWAYS VIABLE”
We cannot afford to not have afforda-
ble housing.
AS A FORMER POLICE OFFICER AND
NHS WORKER
I am worried about the government’s
actions; its constant flip-flops with
the ill-advised dementia tax; the un-
conscionable removal of free school
lunches; and cuts of 19,000 police
officers from the force.
ANNABEL MULLIN IS CANVASSING AT
ALMOST 21% ABOVE THE CONSERV-
ATIVE INCUMBENT
There is everything to play for in the
final hours as undecided voters make
up their minds.
ON JUNE 8TH, VOTE LIB DEM.
POLLUTION IS NOT A NUISANCE;
IT IS AN EPIDEMIC
Kensington’s Conservative MP voted
nine times against clean air. This is not
just a vote against climate change; this
is a vote against every breath we take.
Hard Brexiter, Lady Borwick, gave
notice that she would be staying away
from the 5 June Hustings in Philbeach
after finding herself on the defensive at
the first debate in Notting Hill where
her voting record on Brexit, pollution,
and immigration was challenged.
From the Economist:
“The whirlwind unleashed by Brexit is
unpredictable. Labour has been on the brink
of breaking up since Mr Corbyn took over.
If Mrs May polls badly or messes up Brexit,
the Tories may split, too. Many moderate
Conservative and Labour MPs could join
a new liberal centre party—just as parts of
the left and right have recently in France.
So consider a vote for the Lib Dems as a
down-payment for the future. Our hope is
that they become one element of a party of
the radical centre, essential for a thriving,
prosperous Britain.”
30k
reached
14k
reach
14k
reach
750 tweets
250+ Facebook posts
88 creatives
12 videos
10 leaflets
4 letters
3 days real-time
digital conversation
2 twitter feeds
1 landmark 

election result
Some more creative examples
The Economist ditches Tories, urging
you to #VoteLibDem as the safe hands
for jobs, trade, Europe, Brexit, and your
children's prosperity. pic.twitter.com/
e9rmxCzwly
Annabel MullIN
@AnnabelMullin
Impressions: 31,667, Total engagements 1,609,
Media engagements 579, Retweets 372, Likes 299,
Detail expands 208, Profile clicks 111, Replies 20
The Police are now saying DON'T vote
Conservative: chiefs furious after May's cuts.
#LibDems now party of #law&order http://
www.mirror.co.uk/news/uk-news/hard-
hitting-police-federation-video-5737751
Annabel MullIN
@AnnabelMullin
Impressions: 17,196, Media views 3,276, Total
engagements 495, Media engagements 206, Profile
clicks 78, Likes 71, Detail expands 63, Retweets 62
@GordonKelly @M_Steeples @mamapie
@David_J_Beckett @JohnCleese
@backborwick No it isn't. Labour admitted
last night they had no intention of wooing
anyone from the conservatives. Want to win
need both sides. We are.
Annabel MullIN
@AnnabelMullin
Impressions: 32,128, Total engagements 168,
Profile clicks 125, Detail expands 36
Strategy of
Identification & Saturation
GDN
You
Tube
Focusing initial efforts to reach and engage
the maximum potential audiences at the
lowest cost was achieved via growth hacking
techniques, exploiting weaknesses in the ads
markets and using ultra precision targeting.
Using the election week surge to focus
exclusively on known audiences with proven
conversion potential. Aiming to achieve
maximum saturation with get-out-
the-vote messaging.
Strategic long-term assets
developed through
the campaign
GDN: (google display network)
15,000 cookies
In 10 segmented
audiences
Facebook:
7,000 cookies
segmented in
8 issues
540 days
audience
validity
The driving force
in this digital project
Campaign
messaging
Annabel Mullin
for leadership and
inspiration
Danny Meadows-Klue
& Piotr Mazurkiewicz
for communications strategy
and direction
Ceri Carlill
for data analysis
and image
production
Harry Geoghegan
for social media
audience
management
For digital
strategy
execution
Ilyan Kovatchev
for digital campaign
direction, execution and
production
Accella Digital
for campaign management
& growth hacking and
audience collection
Special
Thanks
Giso van Loon and Adrian Smith
for providing the legal and party
support for the campaign
Todor Gaidarov
for rapid site
development and
deployment
Carol Grose
for message curation,
mailing list management
and candidate prep
Strategy
adoption
Iliyana Geosheva, Luxoft
for pioneering the segmented audience
collection strategy
Branimir Bratanov, Carlsberg
for piloting the segmented dynamic
messaging strategy
And to the wider Kensington Team,
an enormous thank you to those who
gave us their time and skills.

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Annabel casestudy

  • 1. Removing a Conservative flagship seat from Tory control by tripling the LibDem vote Parliamentary Elections London Kensington June 2017 Were you still up for Kensington? The shock result of the 2017 UK general, and the story behind how a jewel in the Conservative crown was flipped through next generation campaigning.
  • 2. In 30 days with only £4.5k Achieved with a digital strategy based on a combination of strategic approaches to achieve the best ROI. 1. Use the lowest cost media to reach and profile audiences 2. Following up with campaigns targeted towards frequency and saturation 3. Constantly evolving messaging in different formats creating an evolving narrative Unseating a 100 year old tory stronghold 88 creatives, 750 tweets, 250+ Facebook posts, 12 videos, 10 leaflets, 4 letters, 3 days of real-time digital conversation, 2 twitter feeds, 1 landmark election result 2.5x election result for the LibDems
  • 3. Key Digital KPIs Google Display Network CPM cost of £0.54 ~ £1.2 with CTR up to 0.15% Facebook Cost per Action £0.08 YouTube View Rate of 52% Through careful video scripting for digital audiences Through daily updated creative with strong relevance and rich media Through ultra precision targeting and messaging pre-tested on social media Facebook: £0,021 per saturated individual with 2.3 impressions YouTube: £0.016 per saturated individual with 2.9 impressions Facebook CPA: £0.01~£0.02 per individual engaging with a post
  • 4. Dynamic and evolving creative assets narrative “Fundamentalism and terrorism will not be combatted by police cuts or leaving the EU but by the strength of our democracy and communities” Kensington Election Reporter MASSIVE SURGE FOR LIBDEM IN KENSINGTON On June 8th, VOTE ANNABEL MULLIN Fiscally Strong, Socially Responsible STRONG ECONOMY & SOCIAL POLICIES: TWO SIDES OF THE SAME COIN As Remainers Reject Tories Since the Brexit vote a year ago, the U.K. has fallen from first to last place in economic performance in the G7. With the risk of further inflation, rising business rates, and job losses, Annabel Mullin is committed to fighting for Britain to remain in the Single Market. “What are Labour and the Conserv- atives thinking? Do they want Brexit that much?” asked Mullin. “We need a strong, honest opposition to stop the damage they are doing to our economy. I will speak up for a Britain open to both business and people.” WHAT WILL HAPPEN TO KENSINGTON FAMILIES AS EU CITIZENS EXIT LONDON? The Conservative MP was absent, just as she was when the vote came up in Parliament. Annabel Mullin said, “Let us all remember these include our NHS doctors and carers, our husbands, wives, and friends. They deserve someone who will speak up for them. Annabel Mullin Kensington’s economic prosperity goes hand-in-hand with social justice, education and good health care. ANNABEL DECLARES “IT IS TIME TO MAKE SENSIBLE THE NEW RADICAL” “THEY SAY IT’S NOT VIABLE, BUT IT’S ALWAYS VIABLE” We cannot afford to not have afforda- ble housing. AS A FORMER POLICE OFFICER AND NHS WORKER I am worried about the government’s actions; its constant flip-flops with the ill-advised dementia tax; the un- conscionable removal of free school lunches; and cuts of 19,000 police officers from the force. ANNABEL MULLIN IS CANVASSING AT ALMOST 21% ABOVE THE CONSERV- ATIVE INCUMBENT There is everything to play for in the final hours as undecided voters make up their minds. ON JUNE 8TH, VOTE LIB DEM. POLLUTION IS NOT A NUISANCE; IT IS AN EPIDEMIC Kensington’s Conservative MP voted nine times against clean air. This is not just a vote against climate change; this is a vote against every breath we take. Hard Brexiter, Lady Borwick, gave notice that she would be staying away from the 5 June Hustings in Philbeach after finding herself on the defensive at the first debate in Notting Hill where her voting record on Brexit, pollution, and immigration was challenged. From the Economist: “The whirlwind unleashed by Brexit is unpredictable. Labour has been on the brink of breaking up since Mr Corbyn took over. If Mrs May polls badly or messes up Brexit, the Tories may split, too. Many moderate Conservative and Labour MPs could join a new liberal centre party—just as parts of the left and right have recently in France. So consider a vote for the Lib Dems as a down-payment for the future. Our hope is that they become one element of a party of the radical centre, essential for a thriving, prosperous Britain.” 30k reached 14k reach 14k reach 750 tweets 250+ Facebook posts 88 creatives 12 videos 10 leaflets 4 letters 3 days real-time digital conversation 2 twitter feeds 1 landmark 
 election result
  • 5. Some more creative examples The Economist ditches Tories, urging you to #VoteLibDem as the safe hands for jobs, trade, Europe, Brexit, and your children's prosperity. pic.twitter.com/ e9rmxCzwly Annabel MullIN @AnnabelMullin Impressions: 31,667, Total engagements 1,609, Media engagements 579, Retweets 372, Likes 299, Detail expands 208, Profile clicks 111, Replies 20 The Police are now saying DON'T vote Conservative: chiefs furious after May's cuts. #LibDems now party of #law&order http:// www.mirror.co.uk/news/uk-news/hard- hitting-police-federation-video-5737751 Annabel MullIN @AnnabelMullin Impressions: 17,196, Media views 3,276, Total engagements 495, Media engagements 206, Profile clicks 78, Likes 71, Detail expands 63, Retweets 62 @GordonKelly @M_Steeples @mamapie @David_J_Beckett @JohnCleese @backborwick No it isn't. Labour admitted last night they had no intention of wooing anyone from the conservatives. Want to win need both sides. We are. Annabel MullIN @AnnabelMullin Impressions: 32,128, Total engagements 168, Profile clicks 125, Detail expands 36
  • 6. Strategy of Identification & Saturation GDN You Tube Focusing initial efforts to reach and engage the maximum potential audiences at the lowest cost was achieved via growth hacking techniques, exploiting weaknesses in the ads markets and using ultra precision targeting. Using the election week surge to focus exclusively on known audiences with proven conversion potential. Aiming to achieve maximum saturation with get-out- the-vote messaging.
  • 7. Strategic long-term assets developed through the campaign GDN: (google display network) 15,000 cookies In 10 segmented audiences Facebook: 7,000 cookies segmented in 8 issues 540 days audience validity
  • 8. The driving force in this digital project Campaign messaging Annabel Mullin for leadership and inspiration Danny Meadows-Klue & Piotr Mazurkiewicz for communications strategy and direction Ceri Carlill for data analysis and image production Harry Geoghegan for social media audience management For digital strategy execution Ilyan Kovatchev for digital campaign direction, execution and production Accella Digital for campaign management & growth hacking and audience collection Special Thanks Giso van Loon and Adrian Smith for providing the legal and party support for the campaign Todor Gaidarov for rapid site development and deployment Carol Grose for message curation, mailing list management and candidate prep Strategy adoption Iliyana Geosheva, Luxoft for pioneering the segmented audience collection strategy Branimir Bratanov, Carlsberg for piloting the segmented dynamic messaging strategy And to the wider Kensington Team, an enormous thank you to those who gave us their time and skills.