BRAND OVERVIEW 

Dharampal Lakra is a member of the political party, Aam Aadmi Party. He’s also a well known Businessman and Agricularist in Delhi constituency, Mundka. Guerrillas Advertising partnered with Dharampal Lakra for a social media campaign in lieu of the approaching Seventh Legislative Assembly Elections. 

OBJECTIVE

To increase his local outreach, make people aware of his candidacy in the legislative region and continuously work towards community building on social media platforms as well as other channels in a short period of time.

INSIGHT

Image and communication are everything when it comes to winning an election. Hence, we began by creating a robust schedule to publish information, goodwill and hook communication. To achieve that we had to first understand the most common and preferable electronic channels of communication used by residents of the Mundka constituency. This gave us an insight about the presence of our target audience, which was Mundka on social media. Furthermore, we did an in depth research of some of the best political campaigns ever conducted in our country to leverage key elements that worked for them. During the research, we discovered, campaigns which focussed on local issues drew positive sentiments. Making this as our primary communication, we created a holistic branding and social media campaign that’ll create a positive outlook around the candidate among the locals.  

IDEA

A robust delivery process was created to absorb the dense influx of information which involved sifting through rumours to find real facts, timely delivery of creatives and sending across the right communication at the right time to the right audience. Online Reputation Management also played a key role in addressing the issues, complaints, criticism and appreciation of the people. By plugging into the right social media channels, we were able to tap into the pulse of the Delhi Constituency by delivering timely updates. 

The following channels were identified and resourcefully optimised:

• Voice calls

An allotted number daily of voice calls were made to provide constant updates and information about the party. The messages were delivered in the Hindi language as it is the most spoken language in the Mundka constituency. 

• SMS

SMS was also another widely used channel to communicate information and updates. Along with that, Whatsapp groups were also created to broadcast the recent updates to the general public. 

• Social Media

Facebook 
Facebook is one of the most widely used platforms during elections. It’s deeper penetration allows candidates to reach out to each and everyone. On average, 11 different pieces of communication were published from Dharampal Lakra’s Facebook page, thus totaling to a whopping 356 posts in a month! The updates were communicated through images and videos in the Hindi language to broaden our reach.

Instagram

To appeal to the youth of the nation, Instagram platform was leveraged judiciously. Concerns regarding the youth were addressed with a robust ORM system in place to respond to queries, comments and DMs. 

On average, 8 pieces of communication went daily from Dharampal Lakra’s Instagram handle, thus totaling to 259 posts in a month. 

RESULT

The overall engagement on social media pages skyrocketed to a new high. 

A pattern of new followers and increased page likes was observed on a daily average basis indicating the tremendous increase in engagement and successful community building on all social networking platforms. Following this, in February 2020, Dharampal Lakra won the elections in his constituency, Mundka, rendering the campaign a huge success. 

On Facebook:

• We saw an impressive increase in the total engagement to 41,000
• The impressions reached 4 million
• 3 million Page reach 
• 17K Profile Likes*

[ *During the campaign period ]