On The Digital Politics Campaign Trail With Some Clever Little Lemons

Days of Digital Politics

Since my previous post it seems that both political parties have really taken their online marketing efforts up a notch. Julia Gillard’s Twitter following has ballooned in a short few months – growing to 36,000 followers, and both parties are adopting paid search to educate the Australian public about their stance on the big issues.

What however initially struck me about the marketing efforts (both online and offline marketing) of both political parties, is that political marketing hasn’t really changed over the past decade. We see the same ads on TV ridiculing the opposition and the same brash push marketing tactics that attempt to scare us into choosing 1 party over another. Well so I thought anyway.

Labour Lemons YouTube Video’s

Labour Lemons Youtube ChannelIt is refreshing to see that at least 1 party is leveraging the online channel in a way that is engaging the Australian public. The Liberal Party has decided to use YouTube as 1 of the channels in the marketing mix to market itself and they are doing so in a unique way. Liberalparty.tv has released a series of humorous and entertaining videos – featuring what they term the “Labour Lemons”.

With 3 videos released so far – the Labour Lemon video series seem to be making a few waves on YouTube. Together the 3 videos have received over 130,000 views and with the 3rd released as late as last Friday the 5th of August, this is sure to increase. These videos have outperformed the standard propaganda style marketing video content so often seen in politics and I no doubt believe given the success so far that we will probably see 1 more released before election day.

To view all of the videos in the series click here – http://www.youtube.com/user/LiberalPartyTV

Getting the most out of video

YouTube if leveraged in the right way can provide political marketers with a valuable channel to get their message to the masses. YouTube receives over 12 million unique Australian visitors per month and is obviously one of the ideal mediums for political parties to communicate their message. In this instance the “Labour Lemons” video series lends itself well to the social space – as content that is interesting or entertaining enough moves virally through popular social networks.

However I do feel there is more that the Liberal Party could be doing to gain maximum reach for their video content in the run up to the election. The first is utilising YouTube’s promotional opportunities to increase awareness and eyeballs to the content. Just last month we saw Cadbury trial a 1 day homepage buy out on YouTube – an opportunity which provides a brand with exposure to millions of Australians visiting YouTube daily. In addition the Labour Party is using sponsored video links in YouTube search results to promote its video’s on YouTube – an opportunity that the Liberal Party is yet to explore. Through greater awareness of these video’s, the Liberal Party would most likely see the viral effect treble.

Aside from online activity – it would be great to see the Liberal Party using these video’s as part of their TVCs to adopt a more integrated approach. Earlier this year we saw ANZ very successfully extend the reach of their offline “bank world” TVCs through YouTube.

With that said, I applaud the Liberal Party for trying something a little bit different and breaking the political marketing mould.

Have you seen some interesting and unique ways that either political party is leveraging the online channel? If so please share them below.

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