The Green Party have released some posters to support the personalised party election broadcast that they released earlier in the week. The posters communicate the same core messages as the broadcast (that the Greens are different from the rest and have a range of policies across a variety of sectors) in a simple, clever and visually appealing way.
I previously hadn’t appreciated the sheer scale of the campaign that Glue had created for this election. You can get the full details of the strategy that has been adopted, the range of the creative executions – including an online policy matcher and iPhone app – and the media channels within which it has been delivered here.
This must have all been done on an absolute shoe-string of a budget, but it just shows that you don’t have to have mega money to deliver a well thought out, creatively integrated and media neutral message.
Here’s an interesting interview with Mark Hanson, who works in the Labour Party’s ‘New Media’ department, about the party’s digital strategy for the upcoming election. His core point about the need to reach out, ‘give’ and listen to the digital community and not just ‘ask’ is a good one.
It does take time, energy and man-power to do it effectively. On the brands that I work on we’re constantly thinking about how we can give our consumers interesting things to talk about or play with. One of the misconceptions about social media strategies is that it’s cheap and easy to implement, as it doesn’t take any time or money to set up a Facebook, Twitter or Blogger account.
But to generate content with enough social currency to get people talking about your brand and then maintaining relationships through conversation and updates takes a great deal of smart thinking, time and usually at least a little bit of money.