The Conservative Party of Canada (PC Party)

The Conservative Party of Canada (PC Party), established as the founding political party of the nation, governed Canada for the first 29 years after Confederation. However, in the decades since, the party has faced fluctuating electoral success, often in opposition to the Liberals. Under the leadership of Pierre Poilievre, the PC Party sought to reestablish its prominence by building a coalition of anglophone conservatives from the West and Ontario, as well as nationalists from Quebec.

Campaign Objectives

The campaign aimed to:

1. Increase awareness and approval ratings of Pierre Poilievre.
2. Drive engagement and preference for the PC Party across Canada.
3. Achieve measurable success across digital and offline channels within 30 days.

Strategy Implementation

To achieve these objectives, the campaign employed a multi-faceted approach, leveraging various digital channels:

• Video Campaigns: The campaign featured 15, 30, and 60-second videos introducing Pierre Poilievre, highlighting issues with the Liberal government’s tax increases, and addressing inflation and record housing prices.
• Channels Used: Programmatic platforms, Twitter, LinkedIn, Facebook, and Instagram were used to distribute these ads, ensuring broad reach across diverse demographics.
• Optimization and Insights: EVA’s platform provided detailed metrics and customized reports, enabling the campaign team to optimize ad spend effectively. Key insights revealed the importance of geo-targeting and frequency capping to maximize impact while avoiding ad fatigue.

Key Performance Metrics

• Audience Reach: The campaign achieved a total audience reach of 4.9 million impressions on Digital Out-Of-Home (DOOH) platforms, with 1.9 million unique total reach.
• Video Engagement: 13.5 million total completed views were recorded, indicating strong viewer interest and engagement.
• Brand Impact: The campaign led to a 16% increase in brand awareness, a 17% increase in brand preference, and a 21% increase in ad recall for online digital ads.
• Approval Rating: The campaign saw an 8% increase in approval rating, with a further 12% rise as the campaign progressed.

Results and Analysis

By utilizing EVA’s platform, the PC Party was able to streamline its campaign efforts, consolidating media purchases and managing inventory from multiple publishers through a single demand-side platform. This approach not only simplified operations but also maximized the efficiency of ad spending.

• Geo-Targeted Campaigns: Leveraging geographical data, the campaign targeted key districts across Canada, creating “hot spots” where the PC Party’s message resonated most strongly. This data-driven approach enabled the party to focus on areas with the highest potential for voter conversion.
• Retargeting Success: The PC Party effectively retargeted consumers who were exposed to the initial videos and ads, driving a 33% higher video completion rate (VCR) in subsequent ad retargeting efforts compared to other methods.
• First-Party Data Utilization: By harnessing first-party data, the campaign achieved a 3.5 times higher click-through rate (CTR) than using third-party data, highlighting the value of direct audience engagement and tailored messaging.

Conclusion

The campaign successfully enhanced Pierre Poilievre’s profile and bolstered the PC Party’s presence across Canada. In just one month, the campaign achieved significant gains in approval ratings, brand awareness, and voter engagement. The use of EVA’s platform was instrumental in delivering these results, demonstrating the power of a well-orchestrated, data-driven digital campaign in today’s political landscape.

By combining precise targeting, strategic ad placement, and continuous optimization, the PC Party not only achieved its immediate goals but also set the stage for sustained political engagement and influence.