In November 2022, we played a crucial role in executing an integrated multi-channel marketing campaign for USR (Uniunea Salvați România), a liberal parliamentary political party in Romania. This comprehensive campaign, which combined digital marketing with out-of-home advertising, aimed to highlight the perceived failures of the PSD-PNL Government one year after they had obtained power.
Integrated Marketing Campaign for USR (Uniunea Salvati România)
Scenario
USR case study
The Challenge
USR faced the challenge of effectively demonstrating the failures of the PSD-PNL Government to the Romanian public. Our agency was tasked with developing digital solutions to address this challenge within a larger multi-faceted campaign. Key issues included:
Public Dissatisfaction with Government
85% of Romanians felt the country was on the wrong track.
Weak Governance Perception
60% believed PSD-PNL's governance lacked effective action and results.
Lack of Governmental Responsiveness
Despite public discontent, PSD-PNL showed no corrective measures.
Need for Effective Communication
There was a critical need to expose the governing parties' failures to the public effectively through various channels.
Our Zen Campaign:
The campaign ran from November 21-28, 2022.
Our agency focused on the following key areas:
- Created ofertedezavantajoase.ro as the campaign's central hub with live streaming and public message submission
- Built a dashboard to display filtered messages from both the website and SMS
- Implemented a two-layer security system for message filtering.
- Integrated the dashboard with a huge OOH screen in Piața Victoriei, Bucharest.
- Executed ad campaigns across Facebook/Instagram, Google Display Network, and Teads
These digital elements were strategically integrated with other campaign components, including OOH advertising, flyer distribution, and a press conference, to create a cohesive and impactful message across multiple channels.
USR case study
The Impact
The campaign successfully reached and engaged a significant portion of the Romanian population.
The campaign achieved wide-ranging engagement across multiple channels (Web, SMS, OOH & DOOH advertising, Flyer distribution, In-person events, TV, Radio, Press coverage).
Nearly 6 million people interacted with the campaign.
Integrated Campaign Results
Nearly 6 million people interacted with the campaign across all channels.
Result
Total Impressions
25.8 million impressions across all platforms.
Campaign Engagement
Interactive OOH display for direct audience engagement.
Result
OOH Display Results
Over 5000 messages received via landing page form and SMS were displayed on the huge OOH.
Press Conference and Media Coverage
On November 24, 2022, a press conference was held in Piața Victoriei, Bucharest, with USR's president and USR MP's as the main speakers.
Result
Media Performance:
575 media mentions with a viewership of 667,000.
USR case study
Conclusions
Our digital marketing efforts played a crucial role in the success of the USR campaign. By developing an engaging website, implementing robust technical solutions for public interaction, and executing a high-impact online advertising strategy, we significantly contributed to the campaign's reach and engagement. The integration of our digital elements with traditional marketing strategies ensured a wide reach and substantial public engagement, effectively highlighting the shortcomings of the PSD-PNL Government and mobilizing public sentiment. The campaign demonstrated the power of a multi-faceted approach in political marketing, utilizing various digital platforms to amplify a critical message and engage the electorate.
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