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.