Social Media Success Story: Doug Ford Mayoral Campaign fjamal
Doug Ford Mayoral Campaign: Starting from Scratch
Making an Impact in six Weeks
Starting a Mayoral Campaign from Scratch
Social Media Mentions
10,000+ in 6 weeks
Our challenge was to bring Doug Ford’s Mayoral Campaign into the world of social media while facing candidates who had a large head start in the campaign process. In 6 weeks, we had the “Doug Ford for Mayor” campaign built from scratch with ZERO social presence and very few supporters making social media the foundation of a tightly run campaign that achieved the goal of mass exposure in a relatively short period of time, falling just 6% short of a victory.
The impact of social media was immense in this race. Starting from scratch with ZERO social presence and very few supporters. Thousands of followers behind and an audience yet to be reached, the infrastructure we built needed to be utilized. Part of that meant building from Doug Ford’s current method of communication (offline and in community) and bringing those people to his social platforms.
While the messaging had begun online, utilizing some paid ads to target his constituents and those who would respond positively to the “Doug Ford for Mayor” Campaign on Facebook, we had to bring many of those followers offline to his social platforms. This was done through a rigorous mailing campaign with a “call to action” bringing people to Facebook & Twitter.
Our focus on branding and communication strategy enabled us to propel Doug Ford from a late-entry candidate who went from being in last place to a candidate who took second place. We had a mere 3-4 weeks to promote Doug, which was an inconceivable timeline, but the power of social media and good strategy cultivated the rapid growth that was needed for a late entry into the Mayoral Race.
A segment of Doug Ford’s constituents are not online so we utilized traditional methods of print and mail-drops to reach this audience. The goal was to encourage these individuals to go online and start following the campaign via Facebook, Twitter and YouTube. The strategy worked! Our team of designers produced a mail out that was circulated all over Toronto.
(CBC; Scroll Twitter feed at the bottom of page)