Aam Aadmi Party

Brand Overview

Dharampal Lakra is a member of the political party, Aam Aadmi Party. He's also a well-known businessman and agriculturist in the Delhi constituency of Mundka. Guerrillas Agency 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 into the presence of our target audience, which was Mundka, on social media.

Furthermore, we did 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 that campaigns which focussed on local issues drew positive sentiments. Making this our primary communication, we created a holistic branding and social media campaign that would 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 rumors 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 optimized:

Voice Calls

An allotted number of voice calls were made daily 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 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. Its deeper penetration allows candidates to reach out to each and every one. On average, 11 different pieces of communication were published from Dharampal Lakra's Facebook page, totaling a whopping 356 posts in a month! The updates were communicated through images and videos in the Hindi language to broaden our reach.

Social Media — Instagram

To appeal to the youth of the nation, the 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 out daily from Dharampal Lakra's Instagram handle, totaling 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.

• Total engagement on Facebook increased to 41,000
• Impressions reached 4 million
• 3 million page reach
• 17K profile likes (during the campaign period)

Following this, in February 2020, Dharampal Lakra won the elections in his constituency, Mundka, rendering the campaign a huge success.