Election Campaign Win For Deirdre O’Connor

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How we helped Deirdre O'Connor win 68% of the vote in the INTO election.
election social media win

How We Helped Election Candidate Get Elected

If you’re a primary school teacher in Ireland, the chances are you’ve seen the social media election content we produced and promoted for Deirdre O’Connor. She ran for the position of Deputy General Secretary / General Treasurer for the INTO.

Deirdre O’Connor won the election, with 68% of the vote

That’s an even higher margin than John Boyle scored, whose social media for election campaign we also ran, a couple of years ago! 

How Did This One Play Out?

The social media landscape is a very different place in 2020 so our decisions about platforms and ad objectives were a little different.

Deirdre is more of a Twitter person. While that platform is a great place for politicians to hang out, our recommendation was to focus more on Instagram and Facebook. Both of these platforms are more suited to your typical 30-something teacher audience. Instagram won.

Most of the messaging was done through video. On the last day before level 3 lockdown, we shot 6 different campaign videos for Deirdre – with two different endings. The first set rolled out in Sept-Oct when the branches are active in this election campaign. The call to action was support me. A second set was used in Nov-Dec where the audience was teachers and the call to action was vote for me.

On top of this set of high quality videos, we also produced some Instagram Stories style video content. Deirdre was great at following through with any direction given. We were able to cut up the best bits of some Instagram Lives that she also ran.
A total pro, and the hardest working individual, Deirdre also knocked out a few chatty Stories style pieces to support content and this helped a lot. For example, last week 2 days before the election was due to close. It became apparent that the Northern Irish would have to vote online and not through the traditional means. We produced some images to communicate this, but Deirdre was able to hop on to Stories and get a message out.

It’s time to vote! 🗳️ Here’s what you need to do 🙏 #INTOelection #VoteDeirdre pic.twitter.com/g9rtlqGNME

— Deirdre O’Connor (@deirdretoconnor) November 30, 2020

Paid Media

The main difference between this campaign and the last INTO election campaign we ran is the changes that have taken place on the social media ads platforms.

Twitter was off limits because it doesn’t allow any political advertising.

LinkedIn wasn’t an option because we didn’t have that kind of budget.

✔️ Facebook and Instagram allow political advertising. However, it required sending passports in for approval, waiting, and some other hoops to jump though.

If you are planning on running ads for an election any time soon, you’d do well to jump the hoops now as they do take a little time (ie. weeks). Although we were doing it in the middle of a US election, so maybe that’s why it took a little longer.

We were up against all the advertisers in the run up to Black Friday and of course Christmas. I’m pleased with the ad results and costs achieved.

  • We cycled our target audience through all the videos, by playing with the frequency option on the reach objective.
  • Video views averaged at 2 cent per view, a little higher than average, but for this time of the year, not bad at all.
  • We managed to warm up a cold audience as Deirdre was coming in as a brand new advertiser with no custom audiences to speak of. I’m not saying that this is my favourite type of Facebook Ads challenge, but when you pull off the kind of results we did, it’s quite satisfying.

Bringing It All Together For This Election Social Media Style

Deirdre O’Connor had a team working offline on the phones garnering votes, as well as the brand awareness and messaging on social media.

We communicated how to vote through the medium of Instagram Stories, and shared videos on Twitter and Facebook.

It’s time to vote! 🗳️ Here’s what you need to do 🙏 #INTOelection #VoteDeirdre pic.twitter.com/g9rtlqGNME

— Deirdre O’Connor (@deirdretoconnor) November 30, 2020

The votes had to be in by last Friday. They were counted over the weekend and the good news came through yesterday that our candidate won!  Deirdre O’Connor won 68% of the vote. We are really pleased for her as she has worked tirelessly for years in the INTO and truly represents.

“This was a unique election, as we couldn’t get out and about in the normal way and so social media played a big part in raising my profile and getting my message across. I’m a great believer in using expertise where it’s available, and it made a huge difference to me and my campaign to have Maryrose and her team looking after social media. It made time for me to look after all the other aspects of the election, and also was much less stressful than managing it myself.” Deirdre O’Connor, Deputy General Secretary / General Treasurer Designate INTO

Want to win an election?

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We’ve run and won a number of election campaigns for clients. We’ve recently completed our renowned social media strategy for a political party. If you are planning to run , give us a call on 087 799 8066, or contact us and let’s chat.


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