The document summarizes the 2013 digital campaign for Alexey Navalny's mayoral bid in Moscow. It describes setting up an internet team of 40 people to manage social media, websites, apps and services. This included developing tools like an SMS cube for questions, an apartment listing site, and a crowdfunding platform. The campaign raised over 100 million rubles and engaged over 20,000 volunteers online and off. Though unable to access traditional media, the digital strategy helped Navalny gain 28% of the official vote against the incumbent mayor.

1. ELECTION CAMPAIGN FOR DIGITAL
NATIVES:
CHANGE RUSSIA, START WITH
MOSCOW.
Ekaterina Patyulina
Internet campaign manager,
Navalny’s for mayor
headquarters, 2013

2. • Born in Samara, Russia, 1989.
• Worked in internet business for last 6-7 years.
• Specialization: digital marketing, social media, open platforms.
• Met Alexey Navalny in 2012, made a couple of digital projects for him and
his fund as a volunteer.
• In 2013 quit a job of Marketing Communications Director to take part in
elections as an internet girl in Navalny’s headquarters.
• Currently not involved in/with activities of Alexey Navalny and his Fund.
• Entrepreneur.
Hello

3. • Over the last years became the most prominent
opposition politician.
• Most popular political blogger (monthly audience
exceeds 2 mln).
• Received initial publicity through investigations of graft
in large state- controlled companies.
• His viral campaign “United Russia is a party of crooks
and thiefs” cost the ruling party about 10% in
parliamentary elections in 2011
• Ranked one of top 100 most influential people in the
world in 2012 by the Time magazine
• Was tried on fabricated charges in summer 2013 and
received a 5-year suspended sentence.
• Currently is under home arrest.
Meet the Candidate

4. • Nearly impossible for a candidate like Navalny to work with TV and get into
the news.
• Strict laws for public offline demonstrations and gathering.
• Difficult to be registered as a candidate for elections.
Aims of campaign:
• To run a nice campaign and get as much % as we can.
• Provide a legal and strong alternative to current mayor and his team.
• Represent the audience and be heard.
Public politics:

5. • Campaign started mid-June 2013
• Election Day - September 8th
• Rating at start —3-6%, official result — 28%
• Over 100M RUR raised by crowd funding from over 16K
supporters.
• Over 20K volunteers actively participated
• Campaign headquarters: growth from 8 to 300 employees
during 2 months
Fact sheet: Moscow mayorship

6. HOW? Only Navalny, Only Hardwork

7. 15 JUN10 JUN18 JUL6 SEP
KEY MESSAGE
AUDIENCE
8 SEP

8. 15 JUN10 JUN18 JUL6 SEP
KEY MESSAGE
AUDIENCE
8 SEP
Services:
Cube & sms cube
Mosvpiska
Passport
Direct Mail
Social Media
Services:
Moskva
Team.navalny
v.Navalny
Dom.navalny
Croudfunding:
pd4
Opinion leadership:
Entrepreneurs
Za.navalny
Vote.navalny
Social Media Posts
Social Media:
Prints
Web:
Banners & LPs
Email
Video Projects:
Cirсles
“Why I’m for Navalny”
Handle the Weapons
Speeches

9. WHO? Internet Team ~40 people
Young, willing and eager. Organized.
Back Office Scouts Attack Developers
• Editorial office of
official website.
• Social media channels
(owned and
attrackted).
• Processing of incoming
mail.
• Monitoring of internet
media: social and news
portals. Navalny’s and
opponents’ actions and
reaction to them.
• Media buying: banners,
payed media, social
media.
• Targeting.
• Websites
• Services

10. Volunteers | Infrastructure
/teamnavalny team@navalny.ru
25 532
3 113
16 295
21 300
2 562
Aims:
• Alexey Navalny himself had a lot of media channels
by himself. But we needed to segregate Moscow
activists’ audience from people all over Russia.
• Communication with volunteers only.
• Fun & Community.
• A quick place to ask questions and get answers.
Tips:
One communication and information space for social
media people, call centre, email processing. Unified
FAQ upgraded online.

11. Volunteers | Infrastructure for action

12. Volunteers and HQs| Creation of services
Hackathon

13. Cubes. Map| Services
cube.navalny.ru + sms.cube

14. Moscow B&B| Services
mosvpiska.navalny.ru
Users – 3185 Accepted– 402 Supply of beds - 542

15. Passport of a volunteer| Database
passport.navalny.ru

16. PD4 - $$$| Services
pd4.navalny.ru
Some people found it
difficult to donate. We
made it easier.

17. Social Contract| Project
entrepreneurs.navalny.ru
More than 200
entrepreneurs signed the
contract.

18. Talk to Moscow| Project
moskva.navalny.ru
Messages sent:
518 178
People involved: 9559

19. Take action| Project
team.navalny.ru & v.navalny.ru
People involved: 3528
Actions: 15497 (4,4 per person)
Value:
1 350 000 contacts
(400 per person)

20. Take action 10 last days| Project
team.navalny.ru & v.navalny.ru
Unique users involved:
1613
Actions:
3343 (2 per person)
Registered:
3525

21. Gamification|
Popilili.com
Visits: 51 336
Views: 103 038
Visitors: 43 340
Average time: 2:41
Quest til the end: 60% of audience

22. Discussions| Videos, hot topics
Topics:
Migration and National questions.
Education.
Medicine.
Emigration.
Judiciary.
More than 400 000 views each.

23. Navalny to every home| Project
dom.navalny.ru
Users: 32 019
Homes: 16 795

24. Social media| Attracted
Reached around 400 000 people through the
network of supporters.

25. Gamification|
Popilili.com
Visits: 51 336
Views: 103 038
Visitors: 43 340
Average time: 2:41
Quest til the end: 60% of audience

26. Navalny’s circles| Videos, hot topics
Topics:
Migration and National questions.
Education.
Medicine.
Emigration.
Judiciary.
More than 400 000 views each.

27. Official website| Promo

28. Landing pages| Promo
Za.navalny.ru & five.navalny.ru

29. Social media prints|
Daily reach in august – 1-1,5 mln
people TA.

30. Banners |
Around 200 000 targeted clicks

31. Lessons/Messages
• Create services and games.
• Follow the Conversion Funnel.
• Don’t hide information from each other. Be accountable
inside the team.
• Love deadlines.
• Steal like an artist: all of that might not be applicable to your
goals.

32. https://www.youtube.com/watch?v=D8k97ayCz1U