Suffolk Coastal Labour 2024 UK General Election
In the 2024 UK General Election, Stratcom UK and Rubikon Intel delivered a highly successful digital campaign for the Labour candidate in Suffolk Coastal. This campaign was particularly noteworthy for its use of data-driven programmatic advertising and real-time optimization to engage and persuade voters in a traditionally Conservative stronghold.
Targeted Geo-Ads:
The team identified and targeted with precision
33,682 voters
By leveraging advanced geo-targeting tools
High Engagement with Video Ads:
Seven versions of issue-specific video ads were produced, resulting in a
56.39%
video completion rate
Cost-Effective Results:
With a modest budget of £5,000, the campaign generated
over 390,000 impressions,
ensuring high visibility and balanced ad frequency
Historic Labour Victory:
The campaign contributed to a historic win for the Labour candidate in Suffolk Coastal,
securing a victory by just
1,070 votes
Our task was to implement a highly targeted digital campaign using programmatic advertising and voter segmentation to secure a Labour victory in Suffolk Coastal by mobilizing key voters and driving a significant vote swing within a tight 10-day window. Our goals were to: increase visibility of Jenny Riddell-Carpenter, engage voters through targeted messaging that resonated with their specific concerns, mobilize Labour-leaning voters, and persuade undecided voters with direct, issue-based video content.
Integral to the campaign's success was ensuring a broad reach by targeting all 74,476 voters within the constituency, ensuring comprehensive coverage and visibility. Also important was utilizing hyper targeting to focus on 33,682 voters who were identified as more likely to support Labour and turn out to vote, using geo-targeted ads based on their location. Finally, seven versions of issue-specific video ads were created, addressing key voter concerns such as healthcare, housing, and social justice. These videos achieved a remarkable Video Completion Rate (VCR) of 56.39%.
Our
Work
Our task was to implement a highly targeted digital campaign using programmatic advertising and voter segmentation to secure a Labour victory in Suffolk Coastal by mobilizing key voters and driving a significant vote swing within a tight 10-day window. Our goals were to: increase visibility of Jenny Riddell-Carpenter, engage voters through targeted messaging that resonated with their specific concerns, mobilize Labour-leaning voters, and persuade undecided voters with direct, issue-based video content.
Integral to the campaign's success was ensuring a broad reach by targeting all 74,476 voters within the constituency, ensuring comprehensive coverage and visibility. Also important was utilizing hyper targeting to focus on 33,682 voters who were identified as more likely to support Labour and turn out to vote, using geo-targeted ads based on their location. Finally, seven versions of issue-specific video ads were created, addressing key voter concerns such as healthcare, housing, and social justice. These videos achieved a remarkable Video Completion Rate (VCR) of 56.39%.
Stratcom UK/Rubikon’s support was critical, in order for me to reach my audiences online, at pace and with impact. Without their support we would not have reached our target voters in the short timeframe we had. The team were invaluable in helping us deliver a Labour win in our seat, helping to make history.”
Jenny Ridell-Carpenter,
Member of Parliament for Suffolk Coastal
The Results
With a total spend of £5,000, the campaign delivered over 300,000 banner impressions, over 40,000 effective video views with a high video completion rate of 56.4%, driving deeper engagement. Additionally, each voter saw campaign messages an average of 3.61 times, maintaining engagement without causing ad fatigue.
The digital strategy exceeded expectations and helped contribute to a historic victory; the campaign played a crucial role in a narrow victory margin of 1,070 votes, helping Labour secure a seat in a traditionally Conservative constituency.
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