Socialistisk Folkeparti (SF): Denmark vs. Trump – The Boomerang Effect

The Socialistisk Folkeparti (SF), a Danish political party, increased voter registration by launching a viral campaign that mocked candidate Trump as the antithesis of its ideology.

Advertiser: Socialistisk Folkeparti (SF)Brand: Socialistisk Folkeparti (SF)Country: Denmark

Objectives

Commercial objectives
  1. Short-term: Increase revenue from membership fees
  2. Long-term: increase State contributions to the Party by the next election

KPI goal: Earn back at least €2.5 per €1 invested in the campaign

SF was losing hundreds of members per year over the previous 5 years, and was losing revenue from membership fees (Figure 1). SF's goal to turn a profit from its campaign investment required the Party to gain additional members and overturn a long history of negative ROMI due to continuous membership losses.

Figure 1:...

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