Embracing organisational change is a necessity for political organisations that seek to thrive within a changing socio-political climate. While an organisation’s adaptability to change is important, using nuances of persuasion and influence are key to informing public opinion thereby igniting purposeful change with a view towards longevity.
Develop a digital campaign for political party candidate Cyril Ramaphosa’s 2017 electoral campaign to become the president of the African National Congress.
Using behavioural and data science, we designed a digital campaign that included a full-service behaviour change communication package incorporating PR, digital, social marketing, media design, audiovisual content production, digital content production, social media monitoring and analysis – including reporting on quantitative and qualitative analytics.
Used big data to cluster and segment audiences and apply geo-targeted content.
Developed and tested nuanced messaging to increase engagement with communication.
Framed and positioned Cyril Ramaphosa as part of the bigger ANC story.
Our data-driven behaviour change campaign design directly targeted members of the African National Congress (ANC) to influence the outcome of the ANC leadership election with Cyril Ramaphosa pitted at the post.
The Behaviour Change Agency built a CR17 online brand using concepts such as ‘Siyavuma’ (We agree), ‘Sihole’ (Lead us) and ‘Phatha Ramaphosa Phatha’ (Take charge).
Mindful of the inundation of ‘fake’ news, the behaviour change communication campaign was dedicated to driving political education, debate and discussion instead – to influence the outcome of the election.
The digital content strategy informed message development. This entailed using various social media platforms, digital and social marketing channels as well as a fully fledged creative online campaign designed to recruit supporters and members. Tailoring this community engagement ensured that ANC audiences received the right information in the right channels.
This served to grow the CR17 brand by creating a virtual community of ANC members as online supporters and advocates.
An influencer campaign was a key element that BCA used to expand the narrative and provide audiences with clear reasons to vote for the ANC.
The digital campaign design helped secure 58% of ANC delegates in the CR17 database, but the taste of true victory was achieved when through the campaign, 52% of ANC delegates said ‘Siyavuma’ (We agree), making Cyril Ramaphosa the next president of the ANC.
Responses from influencers who shared their reasons to vote ANC were published as a book, as well as distributed online via social media and integrated into the website.
The digital campaign design helped secure 58% of ANC delegates in the CR17 database, but the taste of true victory was achieved when through the campaign, 52% of ANC delegates said ‘Siyavuma’ (We agree), making Cyril Ramaphosa the next president of the ANC.
Responses from influencers who shared their reasons to vote ANC were published as a book, as well as distributed online via social media and integrated into the website.
