Brand Obama 2012

6. Stick to a clear strategy

10 observations

9. Support from the right partners

3. Embraced Big Data

2. Know who your true audience is

8. Get out the vote

5. Embraced Behavioural Economics

7. A fresh approach to advertising

1. Have a clear and authentic brand

10. Excel in the day job

4. Turned supporters into donors

1. Have a clear and authentic brand

The president who cares about real America

Vs Romney the flip-flopper

2. Know who your true audience is

Recognise the new real America

Swing states

Micro-targetting

3. Embraced Big Data

Project Narwhal

Joined-up like never before

Qualified leads

Test, Test, Test

4. Turned supporters into donors

Email the big fundraiser

Mobile drove repeat donations

5. Embraced Behavioural Economics

Create a crack BE team

Written commitments

Obama is a Christian (vs saying he’s not Muslim)

6. Stick to a clear strategy

Finishing the job

With lots of micro wins

A double-edged slogan (Obama will take you forward, Romney won’t)

Defined Romney early on

Romney’s strategy was only negativeAnd Believe in America worked for both sides

But, bickering not presidential

7. A fresh approach to comms

Data informed TV strategy

Internet now a crucial election news source

Significant lead in Twitter & Facebook followers

12.7M 9.8M

Unique users: Facebook or Twitter

Social media action was in the swing states

Regular content to share (giving people a POV)

Social media used to share their vote

Thinking beyond Facebook and Twitter

Text voters to telephone others

8. Get out the vote

Bring back 2008 supporters

Vote early

Field offices and community hubs

Linking door-to-door with Big Data

9. Support from the right partners

Support from the right partners

10. Excel in the day-job

Reaction to hurricane Sandy

6. Stick to a clear strategy

10 observations

9. Support from the right partners

3. Embraced Big Data

2. Know who your true audience is

8. Get out the vote

5. Embraced Behavioural Economics

7. A fresh approach to advertising

1. Have a clear and authentic brand

10. Excel in the day job

4. Turned supporters into donors

Twitter: @StephenStokes

LinkedIn: Stephen Stokes