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Electoral autopsy

28/05/2015

This week provided a temporary respite from the post-electoral hangover in the way of our snap-poll, which asked marketers which political party put together the most inspiring election campaign.

Our pre-election research showed the Conservatives were the party who reached the largest audience on social media, the importance of which will not have escaped digitally savvy marketers. Unsurprisingly, the Tories were the clear winners in our snap-poll – but with 40% lacked an overall majority. While Britain’s ‘first past the post’ system means that a party can achieve less than half of all votes and still obtain a majority of seats, there is no such system in place under EMR’s constitution, condemning the Conservatives to another coalition.

Nearly a quarter (23%) of respondents didn’t think any of the parties put together a campaign to inspire the voting population – condemning the campaigning as ‘vanilla’. The voting population seemed to agree, with some critical of ‘desperate’ arguments and personal jibes.

Just 9% of marketers thought Labour had the most effective election campaign. Despite its leadership on Twitter and celebrity engagement, Labour has been accused of failing to appeal to its core voters. This goes against the fundamental marketing commandment of always ensuring your campaign is built around your target audience.

The SNP were the clear victors among the smaller parties, with its 17% share of the vote in our poll more than double that of the Green Party – their nearest rivals with just 7%. The SNP’s campaign was highly effective, with the party’s focus on their core voters’ frustration and a Westminster-centric Labour Party providing it with an enormous boost – all but burying Labour north of the border.