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Marketing to voters has grown increasingly sophisticated in recent years. Political parties are pursuing detailed data strategies and investing heavily in online media, alongside the more traditional levers of public relations and grassroots activity. Unexpected election outcomes in the United States and elsewhere have also tempted some brands to add a political edge to their communications.

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Important papers from across the Warc database

This article outlines the potential pitfalls facing brands which get involved in politics, based on recent examples and insights drawn from a consumer survey conducted by the 4A's (American Association of Advertising Agencies). It describes how various marketers have approached this issue, and how shoppers typically respond to such activities.
Balancing greater information with the erosion of privacy.
Tracking social media sentiment predicted Donald Trump’s victory when the polls did not.
Why media outlets need to look beyond the commander-in-chief.
Leveraging Facebook in the right way can make a real difference at the ballot box.

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