USR
Political Campaign Case Study: From Public Discontent to Personal Connection
Strategy
Paid Media
Web Design & Development
Data & Analytics
This case study details our comprehensive work with USR (Uniunea Salvați România), a liberal parliamentary political party in Romania. Through two complementary campaigns, we transformed public discontent into meaningful political engagement using a strategic mix of digital innovation and personalized outreach.
The Challenge
Oversaturated information channels
Profound distrust in political institutions
Fragmented digital consumption habits
Emotional detachment from civic processes
The Challenge
Oversaturated information channels
Profound distrust in political institutions
Fragmented digital consumption habits
Emotional detachment from civic processes
The Challenge
Oversaturated information channels
Profound distrust in political institutions
Fragmented digital consumption habits
Emotional detachment from civic processes
The Solution
Real-time public display system broadcasting citizen messages within minutes of submission
Personalized video technology addressing each supporter by name at scale
Multi-channel distribution strategy validating individual concerns through collective visibility
Targeted mobilization connecting specific voter issues to concrete voting actions
Moderated engagement platform transforming passive frustration into active participation
The Solution
Real-time public display system broadcasting citizen messages within minutes of submission
Personalized video technology addressing each supporter by name at scale
Multi-channel distribution strategy validating individual concerns through collective visibility
Targeted mobilization connecting specific voter issues to concrete voting actions
Moderated engagement platform transforming passive frustration into active participation
The Solution
Real-time public display system broadcasting citizen messages within minutes of submission
Personalized video technology addressing each supporter by name at scale
Multi-channel distribution strategy validating individual concerns through collective visibility
Targeted mobilization connecting specific voter issues to concrete voting actions
Moderated engagement platform transforming passive frustration into active participation
The Result
6 million active participants in political dialogue
25.8 million sustained impressions
5,000+ public citizen contributions
575 earned media placements
4,432 peer-to-peer content shares
200,000+ deliberate website engagements
Measurable increase in voting participation
The Result
6 million active participants in political dialogue
25.8 million sustained impressions
5,000+ public citizen contributions
575 earned media placements
4,432 peer-to-peer content shares
200,000+ deliberate website engagements
Measurable increase in voting participation
The Result
6 million active participants in political dialogue
25.8 million sustained impressions
5,000+ public citizen contributions
575 earned media placements
4,432 peer-to-peer content shares
200,000+ deliberate website engagements
Measurable increase in voting participation
The Challenge
When USR approached us, Romania's political landscape presented concrete challenges: 85% of citizens believed the country was heading in the wrong direction, while 60% viewed the governing coalition as ineffective.
This wasn't merely about messaging—it was about overcoming fundamental barriers to engagement.
When USR approached us, Romania's political landscape presented concrete challenges: 85% of citizens believed the country was heading in the wrong direction, while 60% viewed the governing coalition as ineffective.
This wasn't merely about messaging—it was about overcoming fundamental barriers to engagement.
The Solution
Our response focused on measurable outcomes through two complementary approaches:
Public Expression Platform
We created an interactive civic forum connecting private frustration to public action:
Real-time messaging system allowing citizens to submit concerns via website or SMS
Live-streaming digital display in Piața Victoriei broadcasting moderated messages
Multi-stage filtering and human moderation ensuring appropriate content within minutes
Cross-channel distribution validating individual perspectives
The system's efficiency—processing submissions through automated filters and human moderation in under five minutes—maintained the immediacy essential for public discourse while ensuring quality control. This practical solution bridged digital submission with physical display, making private frustrations visibly public and shared.
This wasn't technological complexity for its own sake, but a straightforward answer to a fundamental question: how to make citizens feel genuinely heard in a political environment dominated by one-way communication.
Personalized Political Engagement
We developed targeting mechanisms making mass communication feel individual:
Personalized videos addressing supporters by first name, inserted directly into video content
CRM-wide distribution delivering customized content to each supporter at scale
Trusted network distribution overcoming institutional skepticism
Strategic mobilization connecting issues to voting behavior
This approach transformed standard mass communication into seemingly one-to-one conversations, significantly increasing engagement and sharing rates. The technological personalization created an immediate connection, making political content feel relevant rather than generic.
The personalized video campaign represented an efficient solution to voter apathy—not through complex innovation, but through the practical application of existing technology to solve a fundamental engagement challenge.
Our response focused on measurable outcomes through two complementary approaches:
Public Expression Platform
We created an interactive civic forum connecting private frustration to public action:
Real-time messaging system allowing citizens to submit concerns via website or SMS
Live-streaming digital display in Piața Victoriei broadcasting moderated messages
Multi-stage filtering and human moderation ensuring appropriate content within minutes
Cross-channel distribution validating individual perspectives
The system's efficiency—processing submissions through automated filters and human moderation in under five minutes—maintained the immediacy essential for public discourse while ensuring quality control. This practical solution bridged digital submission with physical display, making private frustrations visibly public and shared.
This wasn't technological complexity for its own sake, but a straightforward answer to a fundamental question: how to make citizens feel genuinely heard in a political environment dominated by one-way communication.
Personalized Political Engagement
We developed targeting mechanisms making mass communication feel individual:
Personalized videos addressing supporters by first name, inserted directly into video content
CRM-wide distribution delivering customized content to each supporter at scale
Trusted network distribution overcoming institutional skepticism
Strategic mobilization connecting issues to voting behavior
This approach transformed standard mass communication into seemingly one-to-one conversations, significantly increasing engagement and sharing rates. The technological personalization created an immediate connection, making political content feel relevant rather than generic.
The personalized video campaign represented an efficient solution to voter apathy—not through complex innovation, but through the practical application of existing technology to solve a fundamental engagement challenge.
The Result
6 million active participants in political dialogue
25.8 million sustained impressions
5,000+ public citizen contributions
575 earned media placements
4,432 peer-to-peer content shares
200,000+ deliberate website engagements
Measurable increase in voting participation
6 million active participants in political dialogue
25.8 million sustained impressions
5,000+ public citizen contributions
575 earned media placements
4,432 peer-to-peer content shares
200,000+ deliberate website engagements
Measurable increase in voting participation
Contact.
Experience the difference. Let's Grow.
Contact.
Experience the difference. Let's Grow.
Contact.
Experience the difference. Let's Grow.