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Case study · Senate campaign 2019 · Social media

Reach is not
votes.

Ronald “Bato” dela Rosa’s 2019 Senate campaign. Neuwark Communications helped the campaign team with a social media plan built to turn attention into credibility, in three phases.

Start a conversationPublic Affairs & Advocacy
Campaign
Ronald “Bato” dela Rosa for Senator, 2019
Neuwark’s role
Helped the campaign team on social media
Campaign lead
Mark Montehermoso
Result
Elected to the Senate, 5th of 12 seats

01 — The question

Can we convert it to votes?

6,450,000

The total number of expected social media interactions by May 2019. The deck asked the real question — can we convert it to votes? — and answered it honestly: unfortunately, no.

02 — Why

Three reasons reach was not enough.

01Some of the viewers are minors, who cannot vote yet.
02Some people just view the posts but do not care at all.
03The messaging was not relatable to the viewers.

What to do: create an effective communication plan that target viewers can relate to.

Commuters, students and an overseas worker seen from behind at a night jeepney terminal, each looking at a phone
The audience the plan was written for: OFWs, the youth and ordinary Filipinos.
Strengthen his credibility and his passion towards his works.

Campaign objective

03 — The plan

Three phases, one story.

Objective: to create a systematic and strategic plan that will not just create positive buzz about Bato, but rather strengthen his credibility and his passion towards his works.

Overhead view of three stacks of storyboards connected by red string on a dark planning table
Three phases, each handing off to the next.
  1. Phase 1

    Tulad Ko

    Awareness of Bato: his family background, and how perseverance and hard work led him to success in life.

  2. Phase 2

    Boses ng Pagbabago

    People talking and posting about Bato: his credentials and experience, and his efforts and plans for OFWs, the youth and ordinary Filipinos. Content: testimonials from people who were part of his journey (teachers, classmates, workmates), from people he helped (OFWs, policemen, students), and shareable content on his achievements.

  3. Phase 3

    Simula ng Pagbabago

    Testimonials about the changes he would contribute as a senator, and shareable content on those changes — for example, in security and education.

04 — The result

Elected to the Senate.

19,004,225

5thof 12 Senate seats won, May 13, 2019
40.18%of votes cast
3Phases in the social media plan
6,450,000Expected social media interactions by May 2019Deck projection

Votes and rank per the official COMELEC canvass. Sources: 2019 Philippine Senate election — Wikipedia (source: COMELEC); COMELEC.

Campaign lead Mark Montehermoso

About this case study. Neuwark Communications helped Ronald “Bato” dela Rosa’s 2019 campaign team with social media; the election result belongs to the candidate, his campaign and his voters. Campaign facts come from the strategy 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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Reach is easy. Votes are not. Tell us who you need to convince.

Start a conversation Call +63 927 873 9995 Email mark@neuwarkcommunications.com
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