As the Bharatiya Janata Party (BJP) led by Prime Minister Narendra Modi on Thursday appeared set to retain power, the party emerged as a clear winner on social networks and traditional media platforms — reaching out to its target audience in a much more organized and methodological manner than its rivals.
Political campaigns in India are no longer limited to traditional marketing medium. It has clearly entered the digital spectrum, and the impact of digital political campaigns are significant. It cannot be ignored anymore.
Digital media is not as long as BJP is. But, the way one of the leading political parties of India has used it in recent times, has become a landmark and grabbed attention across the whole world. This also shows that both have incepted for each other only. The digital marketing strategy of BJP is a game-changer and this is why BJP wins unexpected landslide victory in Election 2019
Two of the biggest parties are locking horns this election in what would be a battle of epic proportions. A key aspect of this election is the digital footprint of BJP and Congress.
Digital Marketing Goals of BJP
Let’s try to think from the party’s shoes. What could be their goals when it comes to creating and executing a Digital Marketing Strategy?
1. Build A Solid Brand For The Party
Building a brand in this case essentially means developing an emotional and memorable connection for the masses with the party, its key individuals, guiding ideologies and agenda.
2. Generate Enough Excitement Before The Actual Voting
Simply building an emotional connection with the party is not enough. There also needs to be a continuous buzz of excitement and engagement, which needs to be maintained to keep the enthusiasm and momentum alive. After all, elections are a big event with a big outcome that demands ongoing interest and active participation of the masses.
3. Mobilize People To Show Reaction
Along with generating interest, it’s also important to ignite a response and reaction of sorts.
That helps to consistently test their sentiments and at the same time leverage it to inspire others in the form of social proof.
4. Disburse Region-wise Personalized Content Digitally
Last, but not least – Digital is an excellent, agile and cost effective medium to reach out to the masses and interact with them with personalized and tailored content. Leveraging digital is also driven by the goal to target the maximum number of people possible at a high frequency, and convince them by talking to each of them with the right mix of words – in the language they appreciate.
In the meanwhile, BJP has numbers of objectives-
- Establishing India as a Hindu nation
- Making India as one of the strongest economies in the world
- Creating India as the next-big defense spearheads
- Availing all sorts of amenities to Indians, majorly, home, electricity, LPG, and othersNow, with an understanding of the basic goals guiding the digital marketing framework, let’s move on to explore the strategy that appears to be working for the BJP.
Let’s look at some interesting stats and see who is winning this battle on Social media
NaMo 2.0: Digital Strategies That Made PM Modi Win Yet Again
The Lok Sabha Election 2019 will surely make its way down in the history as BJP yet again emerges as the ruling party of the nation. While the nation has already chosen Mr. Narendra Modi for the throne in these elections, a part of credit surely goes to their super spontaneous Marketing and PR team who did not only plan but also ensured successful execution of their brilliant strategies.
While Mr. Modi is yet again booming on Twitter’s trending list here’s to all the efforts the party has made in reaching out to its audience through digital media.
#MainBhiChowkidar The Viral Campaign
#MaiBhiChowkidar the viral campaign launched by BJP instantly shot up on the Twitter trends and became a hot topic to talk about on all social media. With bang on marketing skills Twitter saw all its BJP ministers and supporters add the prefix Chowkidar to their name on social media. The campaign was indeed a marketing masterstroke.
Google transparency Report on Political advertisement on Google
Google recently updated the Net revenue that various organization across the India spent on Google ads for promoting them on google’s partnered network.
We were shocked to see that both BJP and Congress have overtaken the advertising arena and leading the list of advertisers.
BJP Toped the list with total ₹183,183,000 with 12,014 ad copies spread across google channels. That is 18 crore on 12k ads.
Congress party doesn’t top the list in advertiser with the highest advertising budget on Google. There is a very obvious reason for it. Because Congress marketers not only used the Google’s ad network but also exploited other ads network that we already revealed in the article above.
So, are you interested in knowing the amount spent by Congress on google ads? Congress spent 3 crore INR on google ads
We found that Congress only invested 1/6th of what the BJP Party did for influencing the voters. As a marketer, we won’t consider it a healthy competition displayed by Congress to beat BJP Digitally.
Lets talk about the money spent by these parties on Facebook advertising.
Facebook Ads Library Report on Political advertisement on Facebook.
Again, in the next big online battlefield, BJP marketers defeated Congress party in running vote appeal campaign.
BJP spent approx 4.3 crores on Facebook ads with 2800+ ads copies that ran on Facebook targeting all Indians meanwhile congress spent only 1.8 crores but with more ads copies (3700 ad copies) as compared to BJP,
This online competition for vote appeal for the 2019 election between BJP and Congress saw a huge gap. Where BJP was investing huge money online, Congress party seems to be hesitant in reaching the online Indian Voters.