6 September 2012 22 Comments

Online campaign that sells: A case study of ‘Goodluck Jonathan best loved president campaign’

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


President GoodLuck Jonathan, Online Campaign, Election Campaign in Nigeria,Online Campaign failureAs students in the school of life, we must keep learning. Each new day should teach us something. Before we go ahead, let me establish the route we will be plying in this piece. The essence of this piece is not to seek attention from anyone but to help some of our professionals who are pushing a front for our dearly beloved President Jonathan Goodluck.  As much as possible, we have maintained our apolitical stand in this platform. Our aim is majorly to help professionals with right information that can help enhance their profiles and work.

Having established this, we will be examining foundations that make online campaign sells using the ongoing President Goodluck’s subtle online campaign as case study. An ad creative targeting Nigeria Internet Protocols has been ongoing for sometimes now. The One we cannot run away from, especially if you are internet addict like me, is  ‘Goodluck Ebelle Jonathan will be the best Loved President in Nigeria ever’. The creative has the photo of President Goodluck with his ‘Ijaw trademark’ cap, with a golden colour/ ray of light behind him.

While I do not claim to know the objective of that online campaign, a simple common sense approach may be to project President Jonathan as the only President the country will be happy with till now. We stand to be corrected on this. If this assumption is true, may we through this platform examine what makes a great online campaign sells. Beyond the online engagement, great campaigns should translate to physical buy-in. The aftermath of this is the eventual campaign objective achievement. So here is what we can observe.

Prophesy and delivery: Great online campaigns are not hinged on prophesy. It is not a future prediction. It is the strengthening of what is working. It is often based on building a perspective that is verifiable. This perspective sometimes follows a scientific research. The essence of campaign is to strengthen a position which many will consider and accept to be true. It takes its strength from past delivery and performances. It is not based on soothsaying/ prediction. The question is: can we say this case study under discussion affirms this?

Credibility: a campaign fails or succeeds right from its credibility stance. We cannot deny that the President’s team is working hard, but based on this campaign slogan, can it enjoy credibility test?

Creative: Campaign creative elements can also help determine its success. How does it ‘feel’? At the creative level, may be they get it right, but one may suggest the team can still do a lot of improvements to increase the feel and sight of the creative.

Campaign Soul: A great success factor in any campaign is its soul. For us, we will look at a campaign soul as the objective, timing and media use. Will this campaign have been more effective if the President team has exercised a little patience; solve prominent challenges facing the people that will love him?

Authenticity: in addition to the above, what about the authenticity of the campaign claims? Since branding is not about the product/service being promoted but about the consumer, can we say this campaign claim speaks the language of the brand consumers?

Initial crowdsourcing: One last observation, will this campaign enjoy the buy-in of the online influencers? Did they contribute anything to its development? Did online influencers feel ‘it is their initiative’ or our own? How many of them are singing the same tune? These and many more questions should be considered.

No one is an island of knowledge, what do you think?

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