Maurizio Bragagni al Senato

Context 

To raise the political profile of an Anglo-Italian industrialist during the 2018 Italian general election, Newington set out a targeted social media strategy for Maurizio Bragagni across Europe, with particular focus on the UK.

Strategy 

We held a series of meetings to determine campaign strategy. The outcome of these meetings was the decision to focus primarily on social media as a way of contacting the 2.5 million Italians dispersed throughout Europe. This activity would be focused primarily on Facebook and Twitter. Digital advertising would be focused heavily on Facebook, with a smaller spend on YouTube and Twitter. Targeted advertising allowed us to reach those most likely to be receptive to Maurizio’s message: centre-right voters, business owners, Catholics and UK-based Italians.

The launch event of the campaign fired the starting gun on the campaign allowing us to launch the website, Facebook and Twitter for the campaign. The website was built using Nationbuilder to allow us to collect voter data, run surveys, petitions etc. We purchased a website theme created specifically for political campaigns and modified it to fit the Maurizio Bragagni al Senato brand. The website included an innovative header video designed to make the website stand out from other Italian candidate/party websites which tend to be quite old-fashioned.

The social media content included animations, video interviews, Facebook Lives, ads and organic content always accompanied by visually-engaging graphics.

Facts 

At campaign end, following three months of activity, we achieved the following on digital/social media:

  • 1.6 million Twitter impressions
  • 16 million Facebook impressions
  • 1.5 million people reached on Facebook
  • 3.2 million video views (Facebook, Twitter, YouTube)
  • 758k AdWords impressions
  • 3,200 AdWords clicks
  • 18,000 unique website visitors
  • 28,500 website visits
  • 10,708 page likes (across two Facebook pages)

Please follow the links below for more information:

Website: www.mauriziobragagni.com

Facebook: @BragagniAlSenato

Twitter: @VotaBragagni