Transformed into a Multi constituency Consumer Researcher; drawing on operational expertise and precise, organized execution approach to ensure every voter of Karnataka is heard!!
During the 2018 Karnataka Vidhan Sabha elections, BJP Karnataka aimed to create hyperlocal content that would deeply resonate with and connect to the voters of the state.
Challenges
Operationally mammoth task requiring tremendous coordination on ground across each of the stages:
- Inviting Participation of Public at large in the manifesto creation process.
- Gathering inputs from Public and Engaging a Diverse Population across regions, each with varying needs and concerns.
- Finally summarising the vast inputs into an actionable Manifesto and Talking points constituency wise.
The Thinking
Objective: Create a the first People-Centric Manifesto, through interaction and engagement with public at large on voter base at grassroots levels.
Strategy Anchors:
- Events:
- 200 Constituency Events: Organized events across all assembly constituencies in Karnataka, ensuring widespread outreach and local engagement.
- 15 Sector-Based Events: Held specialized events targeting key sectors like healthcare, industries, startups, and the working class. These events brought together professionals and stakeholders to discuss sector-specific issues and provide feedback.
- Public Outreach:
- Phone Campaign: Made 3.08 lakh calls to citizens across Karnataka, inviting them to participate in the campaign and share their suggestions.
- Social Media Campaign: Reached 2.01 crore people through a robust social media campaign, leveraging platforms like Facebook, Twitter, and WhatsApp to engage the public and gather feedback.
- SMS Campaign: Sent 25 lakh SMS messages to residents, encouraging them to contribute their ideas and concerns for the manifesto.
- Data Collection and Analysis:
- Suggestion Collection: Collected 3.5 lakh suggestions from the public, encompassing a wide range of issues from various sectors and regions.
- Events:
- Leveraging this Data:
- Local Manifesto Development: Used the gathered data to develop localized manifestos tailored to the needs of each assembly constituency.
- Talking Points for Leaders: Developed the manifesto into key talking points for BJP leaders, allowing them to address specific local issues in public gatherings and speeches effectively.
Approach
- Geofenced Ad Campaigns for every new chit fund launch, targeted wiithin a 10 km radius around the specific branches.
- Customized Campaigns for Each of 27 MSIL Branches for the specific chit fund launched.
- Simultaneous Execution Across All Branches: Multiple local campaigns – 27 ads at once and distributed to concerned branches Localized target potential customers within a specific radius of each branch to ensure that the leads generated were relevant and had a high likelihood of converting.
- Social Media Content: create a consitant social media stragry to build the trust, transparency around the MSIL Chits.
Result
- Broke new ground in political campaigning by Successfully creating the country’s first people-centric manifesto, making BJP Karnataka a pioneer in inclusive political campaigning.
- Massive Public Engagement as we reached over 2 crore people across Karnataka, ending up with a rich collection of feedback and concerns across all sections of society.
- Ensuring better voter connect , improved impact of their public addresses and rallies, and enhancing the relevance of the party’s platform to local voters.
Helped leaders and policymakers points understand the needs/concerns of the people more effectively ; hence Enhanced Campaigning with locally relevant talking points and Localized Manifestos.
