Social media campaign for minimum wage
Municipal votes
Hyperlocal social media campaign for minimum wage in Kloten and Zurich
digital/organizing ran a hyperlocal social media campaign for the first of Zurich's three minimum wage referendums. In addition to local targeting, we developed messenger journeys in various languages to address individual population groups.
We implemented a local digital ad campaign that focused on both social media and display ads in the municipality of Kloten.
In order to mobilize the environment of people who are convinced of the minimum wage, we designed an endless forwarding journey for them.
For dissemination, we adapted the forwarding journeys in Tamil and Albanian, in direct cooperation with volunteers, who then sent out the call for votes themselves.
Hyperlocal voting campaign
The vote on the minimum wage in the municipality of Kloten was special for a number of reasons. Firstly, it was the first minimum wage vote at municipal level in Switzerland, and secondly, it was the prelude in the canton of Zurich to further minimum wage votes in the municipalities of Winterthur and Zurich.
While the unions were out on the streets, digital/organizing took over the digital campaign. We created the website and order forms for posters - and we developed a hyperlocal digital campaign to encourage people to vote in various ways.
In a first step, all people living in Kloten were contacted with a survey and directed to a landing page with a survey at www.einlohnzumleben.ch. There we offered them three possible answers to the question of whether they agreed with a minimum wage.
Anyone who voted for a minimum wage in the survey was then targeted with mobile advertising. In addition to Facebook and Instagram, display advertising (programmatic) was also used to call for votes. The individual ads were replaced after a few days in order to achieve a greater response. All people who did not interact or who indicated that they were "unsure" were targeted with persuasive content.
One difficulty was the small catchment area, in which only residents were to be addressed as precisely as possible. However, with a reach of just under 12,000 people in the survey, a very high level of penetration was achieved. With a reach of 15,000+, significantly higher penetration was achieved for the election appeal.
Messenger mobilization for language groups
To complement the social media and display ads campaign, digital/organizing developed a forwarding journey for the election appeal, which was to be distributed via Messenger. The messenger campaign relied heavily on commitment and a (large) personal network of contacts to achieve reach.
The first step was to identify people who have access to certain language groups and who could contribute to mobilization as ambassadors. Subsequently, the ambassadors were convinced of the idea of an election appeal for forwarding on cell phones in several conversations and then recruited to coordinate the translation in order to increase their commitment.
To launch the forwarding journey, the ambassadors disseminated the election call via messenger, which contained a link to a landing page, which in turn contained a forwarding link for various messengers. The choice of messenger was also coordinated with the ambassadors, which is why, for example, the forwarding via Viber was placed at the top of the list in the Tamil version.
Forwarding worked differently, which can be attributed in particular to the role and commitment of the ambassadors. In particular, the short lead time of just over two months made it difficult to obtain the necessary commitment from some ambassadors to broadly serve their own environment with the election appeal. With committed ambassadors, however, a reach of several dozen contacts is possible.
