A political tsunami in Cambodia: Using social media to mobilize the youth and change the political game

Lorya Noseda, Jamie Macfarlane and Pete Heskett

Campaign details

Brand owner: Cambodia's Opposition Leader: Sam Rainsy
Brand: Cambodia National Rescue Party (CNRP)
Country: Cambodia
Industry Political organisations
Channels used: Content marketing, Earned media, buzz, Online video, Social media, Word of mouth, advocacy
Media budget: Up to 500k

Executive summary

This case study describes how pro bono marketers took the campaign for the opposition Cambodia National Rescue Party onto Facebook to circumvent the government-controlled mass media.

Prime Minister Hun Sen has kept power in Cambodia since the fall of the Khmer Rouge in 1979: his party, the Cambodia People's Party (CPP) has a stranglehold on the government, the law and the media and so the status quo has prevailed for the past 34 years.