Democratic Alliance: 2016 Municipal Elections

Democratic Alliance, a South African political party, overcame voter apathy by using social media to connect online voters with the party and its politicians.

Campaign details

Advertiser: Democratic AllianceBrand: Democratic AllianceAgency: King James Group

Goal

Win 4 key metros in the 2016 Municipal elections – get South Africans in Tshwane, Nelson Mandela Bay and Johannesburg to vote for the DA and to retain Cape Town.

Objectives

  • Reach 80% of the 11 million online South African voters
  • Improve perception of the Democratic Alliance
  • Get votes on 3 August and win key metros

Our social "show and tell" approach

Different ad types and creative executions showed relevant messages to the most receptive users, ensuring mass reach to a targeted audience. We...

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