Australia has been slapped in the face
Australia, you just got slapped by Kevin Rudd.
Kevin Rudd enlisting the help of ‘Team Obama’ to handle the digital strategy for the upcoming federal election is a slap in the face for everyone who works in digital in Australia.
There is no doubt that ‘Team Obama’, or the ‘digital attack dog’, has achieved incredible results in both 2008 and 2012 election campaigns. But why can’t an Australian agency or, better yet, the social media team at KRUDD HQ achieve similar results? Are we really that far behind America?
There is no doubt that ‘Team Obama’ has kicked some serious arse. Most notable is the 2008 campaign, where Obama went from a young politician – with much less experience and clout than his competition – to President. He did this through building an aspiration campaign centred around the need for change and the ‘Yes we can’ slogan. This aspirational messaging was made powerful through enlisting the largest ever in-house digital team for maximum impact.
Sound like Rudd 2013? I don’t think so. And I know – I was there. In 2008 I was working in social media in Seattle. I posted a video of people celebrating in the streets when Obama was announced President. This win did not happen because Obama was on Twitter. It happened because he inspired millions to believe they could build a better country. His aspirational messages engaged people’s minds and hearts so that they shared them via social media.
The same passionate voters exist in Australia, too, with thousands of Australian Facebook and Twitter users changing their profile pictures to show their opposition to the PNG asylum seeker solution.
But if you follow Australian politicians on both sides of the political divide, one theme is pretty consistent: their accounts are boring. With the exception of the Greens, the major parties’ social media accounts are filled with bland information about policy, details about where a politician is and what they are doing. This doesn’t work for commercial brands, so why do politicians think it will work for them?
Successful social media portrays the heartbeat of your brand and a deep knowledge of the brand, which is essential. Kevin Rudd posting a photo of an early morning shaving mishap went viral as a simple insight into his daily life. It might not have been a deep insight, but it was real and Australians resonated with its authenticity. It was an inside view into the Labor party, albeit a shallow one.
For political parties to succeed in the social media landscape this election, they have to adopt an in-house fast-moving approach to social media that leverages the aspirations of a nation. They need to tap in to what is interesting, relevant and shareable.
Simply posting links to policy or a photo of a pollie at a hospital opening is not going to cut it (and touring the country kissing babies is also out). Voters want to see inside the political machine – they want to be inspired by the narrative behind policy.
This is exactly the reason why an in-house social media team who knows the brand inside out is key to creating an agile and engaging election narrative. The key to Obama’s success is his in-house team, strategists that live and breathe American politics.
Is an American going to understand the unique Australian ‘boat people’ debate or NDIS or the carbon tax? The complicated asylum seeker dialogue goes back to ideologies created in 2001 by John Howard. Many Australians wouldn’t be able to articulate the nuances of the refugee debate, let alone shipped-in American strategists.
If Australian politicians want to win on social media, they need to create content and engage in conversations that are relevant. They need to create a reason for Australians to change their profile picture to show their support for their preferred party on election day. To do this they need to work with people who understand what motivates, inspires and scares Australians.
There is really no choice but to use a team who lives, breathes and understands the political issues facing Australians.
Richenda Vermeulen is director of Ntegrity, a digital agency in Melbourne specialising in social media.
Please login with linkedin to comment
Latest News
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
Every now and then an event comes along that is truly unmissable. This is one of them. Now in its third month, Ramses & The Gold of the Pharaohs is the latest ‘blockbuster’ exhibition at The Australian Museum (AM), and it’s playing a huge role in magnifying tourism for Sydney this summer. To promote the […]
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night, the premiere episode of season four saw a total TV national reach of 1,046,000, taking their place in The Cheap Seats. Mel and Tim dove straight back into their old antics, complete with more references to mandarins than should appear in a one-hour episode of any program and a glass of beer drunk […]
Spotlight Extends Partnership With Starlight Children’s Foundation
Spotlight has announced they will once again be the ‘Official Creativity Partner’ of Starlight Children’s Foundation in 2024, continuing their three-year-long partnership. As Starlight’s ‘Official Creativity Partner’, Spotlight will continue to deliver positivity and creative distraction to thousands of seriously ill children in paediatric hospitals across Australia. Throughout the month of May, Spotlight will be […]
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
Amazon has grown its quarterly advertising revenue by 24 per cent – nearly a third of the ad revenue that Meta reported – and another sign that digital ad spend on tech platforms has rebounded after a bumpy 2023. Amazon’s first quarter ad revenue grew to $11.8 billion (A$18.2 billion), up from $9.5 billion in […]
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
VML has welcomed their newest team member, Jacob McGregor, who joins the agency as Pou Ārahi Māori. In this newly created role, Jacob will work to uplift the agency’s Māori cultural competency and safety, be a connection point with Māori audiences and networks, and help to shape strategy and creative for Māori campaigns. Fleur Head, […]
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
In this op-ed, Simon Fowler, co-ceo and creative at ABEL reflect on the last five years at the creative agency, along with the crucial lessons he’s learnt. Lead image: Photo from inside ABEL 5th Birthday Party Last week ABEL celebrated its 5th birthday. Unlike my other five-year-old’s birthday, there was no bouncy castle. There was, […]
Kyle & Jackie O Urge Melbourne To Pick A Side
Kyle & Jackie O have officially arrived in the garden state, vowing to end ‘boring radio’ and encouraging Melburnians to tune in and make up their own mind about what is Australia’s most listened to radio show. The marketing campaign, which launched earlier this week, utilises sensationalised headlines and quotes from well-known media titles and […]
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Belvedere Vodka’s latest campaign stages an intriguing ensemble that includes two white 70’s Rolls Royce’s, crocodile boots, a dilapidated hacienda turned night club, a New Zealand cowboy, a banging soundtrack, and the legendary Future. What they share in common is the swagger of this cinematic spectacle that let the good times roll. The three minute-length […]
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Sometimes, marketing is about more than selling products or making money; it is about having a human touch in times of crisis. Yesterday, Aussie Airlines did exactly that in the wake of the news that Bonza has entered voluntary administration, with all flights grounded. Jumping immediately onto social media, Jetstar offered free flights on the […]
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
In this opinion piece, Ellie Angell (pictured), TrinityP3’s business director, after seeing presentations, decks and documents from agencies all over the world, explains why agencies need to stop saying they’re unique and start showing it. Unique /juːˈniːk/ adjective Being the only one of its kind; unlike anything else. “This discovery was unique in history” noun […]
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Anne Gately’s powerful memoir Sunburnt A memoir of sun, surf and skin cancer chronicles her inspiring journey from Stage IV melanoma to advocacy for sun safety. Anne Gately, a survivor of skin cancer, the most common cancer diagnosed in Australia, is set to release her touching memoir titled Sunburnt this May, timed with Melanoma and […]
Mamamia Appoint Danni Wright As New Head Of Strategy
Mamamia has appointed Danni Wright (lead image) as Head of Strategy. Wright will lead the strategic product across Mamamia, and Squad, Mamamia’s content marketing agency. Danni will be part of the sales leadership team and also work closely with the content leadership and audience development teams to identify and create new content opportunities. “Mamamia has […]
From The Bureau: Championing Competency & Cross-Industry Collaboration
In this latest column from the IAB and its members, Jonas Jaanimagi, IAB Australia’s tech lead, stresses the need for deep specialisation in the adtech world, rather than “enthusiastic generalists.” We recently ran a strategy day for our IAB Executive Technology Council, a diverse and senior council we established seven years ago to provide leadership […]
Rumble Nabs Renee Park From Cutting Edge
Rumble has hired gifted young sound designer Renee Park to work out of their Sydney studio. Park brings fresh energy to the team and expertise in voice recording, direction, and sound design, and is what Rumble founder Tone Aston described as a perfect addition to their award-winning line-up of sound designers. “Renee was a real […]
iD Collective Teams Up With City Of Parramatta To Amp Up NRL Fan Experience
iD Collective has teamed up with the Paramatta Eels and the city of Paramatta to introduce an exciting activation at CommBank Stadium. This first-of-its-kind activation zone promises to be a game-changer for Eels fans. Led by ID’s expert events team, the zone will feature a range of interactive activities, thrilling games, and exclusive prizes catering […]
Slew Of New Hires At The Company We Keep
The Company We Keep (The CWK), is expanding its team across APAC with five new hires to support client growth across the region. Lead image: Caroline Fox, Charles Turner & Andrea Rodriguez Joining the ranks of the Sydney team is Andrea Rodriguez coming on board as a producer, Caroline Fox Drinkwater as studio manager and […]
UnDigital Announces Brand Refresh Helping Clients Achieve More Than 600% Sales Increase
Announcing a new brand refresh, UnDigital has updated its suite of service offerings with a renewed focus on uncovering the real problems clients are experiencing to custom-design digital solutions that increase efficiency, improve user experience and drive business success. Lead image: Andrew & Kristen Cornale. It was through a partnership with OZ Design Furniture to […]
Microsoft Advertising: “We Make The Complicated Simple”
Microsoft has a longer heritage in digital advertising than nearly any of its rivals, having joined the then-burgeoning market in the late 90s. Now, nearly 30 years later, the company is better placed than most in the sector to help businesses of any size navigate unprecedented transformation with the introduction of new innovations like generative […]
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.
Opinion: Do Punters Want To Wear Your Brand?
This columnist asks do punters want to wear your brand? B&T'd say yes if you were Nike, no if you were Anusol.
WiredCo Builds Portfolio With Appointment To G.J. Gardner Creative Account
WiredCo 'cements' its relationship with home builder G.J. Gardner. Did you see what B&T cheekily did there?
Keep Left Reveals ‘Strategically Assembled’ Strategy Team
PR agency announces serious upgrade to its strategy offerings. Thankfully stops short of calling them Delta Force.
Initiative’s Michael Chong: What Do Mountaineering, Media & Marketing Have In Common?
Yes, B&T's running an inspiring mountaineering story. And this from people who won't come to work if the lift's broken.