Case study · Senate campaign 2016 · Social media
Justice without
fear or favor.
Leila de Lima’s first election campaign, for the Senate in 2016. Neuwark Communications helped her campaign team with the social media campaign — Project DOSE.
01 — The brief
Project DOSE: the game changer.
The campaign focus, as the deck put it: to gain trust and confidence for Sec. De Lima, and to leverage her social media campaign, aligned to her platform, to upbeat her activation.
She was a first-time candidate. The deck benchmarked the Facebook audiences of presidential and senatorial candidates; in its comparative data, Leila de Lima’s Facebook page stood at 28,839, with 4,045 on a Lima2016 page.
ConnectInspireAcquireDe Lima sa Senado · 12 sa balota
Malinis na hustisya isusulong ni Leila De Lima.
Thematic line · Appreciation
02 — The idea
One promise, three layers.
Malinis na hustisya isusulong ni Leila De Lima.
Kay Leila De Lima sumama ka na.
Hustisya para sa lahat.
03 — The activation
Three tracks, from stranger to ambassador.
- Track 01
Ako si De Lima
An avenue for voters who do not know Sec. De Lima.
- Track 02
Panata ni De Lima
Introduces her election platform and her belief on how “Justice without fear or favor” will be served.
- Track 03
Para kay De Lima
A tactical campaign that serves as a tool for online ambassadors (voters), built on multi-level targeting.
04 — The result
Elected in her first campaign.
14,144,070
Votes and rank per the official COMELEC canvass; COMELEC, sitting as the National Board of Canvassers, proclaimed the 12 winning senators on May 19, 2016. Sources: 2016 Philippine Senate election — Wikipedia (source: COMELEC); COMELEC.
Campaign lead Mark Montehermoso
About this case study. Neuwark Communications helped Leila de Lima’s 2016 campaign team with social media; the election result belongs to the candidate, her campaign and her voters. Campaign facts come from the campaign deck; the result is from the public sources linked above. Key art and scene images are illustrative and do not depict real people. This page is a record of our work, not an endorsement.
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