After years of rebuilding, the 2015 NSW state campaign was an opportunity for NSW Labor to demonstrate its new approach to the people of NSW. Across the board, a new generation of campaigners lead by Luke Foley took the fight to Mike Baird and the NSW Liberal party, fighting to stop their harsh cuts to schools, hospitals and damaging plan to sell-off our electricity network.
For the first time, NSW Labor focused heavily on building power and support online. Bringing together a diverse team of digital organisers, as well as those not ordinarily seen in political campaign teams – including programmers, graphic designers, videographers and online advertising strategists.
Over 744 pieces of totally original content produced by the team successfully engaged new, hard to reach groups key to determining the election result. In the last 28 days, women between 18 – 34 made up our largest single slice of reach at 29% (or approximately 725,000 people), with young people (<34) in target seats generally making up 50% of all reach (approx 1,250,000 people).
The NSW Labor party now has a powerful force of online activists in its mailing list. This is a community conditioned to take action, and one which is 819% larger than the one started with. The party’s social media assets also grew exponentially – with a 159% increase in Facebook following, and 31% increase on Twitter.
Much of this was achieved with one of the most heavily tested and optimised websites seen in Australian political history. These are assets the party will be able to use well into the future, and using the foundation we’ve built – is in a strong position for future growth.
Brand Development, Campaign & Digital Strategy, Communications & Messaging, UX & Web Development, Video Production
