Political promoting lessons from the 2022 presidential race


The 2022 Philippine presidential election is the most divisive national election in current a long time. It was fueled by vicious mudslinging on top rated of clarity of message platforms becoming drowned by Facebook memes and icons bedazzling TikTok movies Instagram images and 1-liners that infuriate or make a single happy depending on whose facet a person is with. Not to point out the heated conversations exchanged in non-public Viber chat teams and text messages—all these really considerably described the marketing campaign interval.

Under scrutiny between the Philippines’ environment trading associates are the Filipinos’ political maturity and respect for law and get, a essential ingredient of a nation’s stability and possibility for gainful enterprise. No matter of consequence, the Filipino citizens and spectrum of money lessons and generations should believe further than by themselves and their opinion and take the outcomes of the election.

In this race to Malacanang, these are some of the political marketing and advertising classes that could be derived:

Emphasize the concept platform foremost higher than the temperament.  After all, the latter shall turn into synonymous to the former. An intrusive, pertinent, crystal clear and concise message platform with minimized gimmickry triggers fascination and stickiness among the electorate. The messaging of Ferdinand “Bongbong” Marcos Jr. (BBM) remained focused and regular on nationalism and unity as the initial move to get well from the pandemic. At the miting de avance held in Parañaque previous May perhaps 7 and at the Philippine Arena Uniteam announcement rally again in Feb. 8, BBM termed for Filipinos to unite, when the Philippine flag, a main branding symbol, took popular center stage at both of those key rallies.

Leni Robredo started with a laylayan and lugaw campaign and finished with a new marketing campaign, “gobyernong tapat, angat buhay lahat” (straightforward govt uplifts every person). The primary concept was not sustained, switching a pair of situations midway. Evidently, alterations hinged on what strategists believed referred to as for improved artistic execution. What is very steady, even though, from the early onset is the branding of Robredo as a persona that conjures up altruism and volunteerism and the coloration pink. In the previous 3 months of the marketing campaign period, the Robredo branding staff belatedly unveiled a different makeover of its pink rose image incorporating the Philippine flag with three stars and a sun. Sadly, the significance of the Philippine flag took a backseat at the miting de avance rally populated by crowd-drawing artists.

Understand the strategic value of current market analysis results somewhat than malign them. Alternatively of harboring suspicion in opposition to legitimately done presidential surveys and throwing away time and energy debunking and mudslinging experienced surveys, qualified and professional strategists of aspirants ought to understand this as an option to objectively assess the purpose guiding the consequence. The role of a professional and insightful internet marketing and branding strategist is to establish brand strategies to deal with the dredged insights and claimed shortcomings that avert reaching empathy with the wished-for voters of their applicant/s.

Really just lately, MORES, the Internet marketing & Impression Analysis Modern society of the Philippines, a skilled business of current market scientists and promoting and impression polling companies stood by the noted outcomes of both of those the SWS and Pulse Asia, exactly where both of those companies have continuously adhered to scientific approaches in obtaining exploration facts surrounding the 2022 presidential survey. Both surveys claimed a approximately 1:2 earn in favor of Uniteam’s presidential and vice president aspirants.


Group Favored Leni Robredo

Respectable presidential surveys comply with a scientific method where by random selection of respondents is important and the conditions of a registered voter are satisfied.

There is no space for vanity and entitlement when it will come to objectivity and tactic. Heartwarming versus hateful, vicious visuals are far far more participating. The latest presidential campaign has induced innumerable vicious imagery on social media. Frequently, it is the endearing pictures and heartwarming video clip cuts on Youtube channels of presidential aspirants that are probable to have interaction and convert the skeptic, cynical nonvoter and undecided as these excellent-for-the-coronary heart video clips turn out to be attention-grabbing dialogue pieces. This was the executional strategy that introduced the first youthful black American household to the White Property in 2008 despite all mudslinging, racism, underhandedness, etc. Casual pictures of Barack Obama with wife, Michelle and their daughters, Sasha and Malia in endearing photographs engaged even the skeptic and cynical nonvoters. The 2008 US election attracted the most amount of new voters between the youth.

Execution is the other fifty percent of approach. Even though method gives material, a perfectly-crafted execution can support convert undecided voters. The new miting de avance became a showdown of the two top presidential aspirants and their group. Robredo’s last rally was a sight to behold with awesome drone pictures. The group-drawing electric power was not constrained to the cult-like manufacturer personality of Leni Robredo but far more so, the group-drawing ability of the numerous entertainers whose admirers slash throughout all age spectrums from Vice Ganda to Coco Martin, Angel Locsin, Eli Buendia, Yeng Constantino, Anne Curtis, Moira, Gary V, Regine and Ogie Alcasid, and even the quite common boy band, Ben&Ben, who provided the miting de avance’s finale.

BBM’s miting de avance was way much too common, appeared and felt amateurish—clearly a throwback in directorial and generation circa 1990s. It paled in comparison with Robredo’s closing rally with excellent creation and curated put up illustrations or photos. Just one miracles if serious assumed and effort experienced long gone into the closing exercise. The conserving grace was the Philippine flag that stood substantial and mighty heart stage, reminding the voters that the vote to be forged was for the betterment of the region and the Filipino race.

Though the artist entertainers that included Willie Revillame, Toni Gonzaga, Andrew E, Pops Fernandez, Budakel, DJ Loonyo have their individual fan foundation, the visitor artists mixed ended up way too homogenous, empathetic only to 1 socio-money team and demographic age.

Obviously, it was neglected that the miting de avance was an significant closing event that summarizes the photos and messaging a manufacturer wants to go away in the minds of the consumers. It was material and adherence to the clarity of messaging of unity and nationalism that saved BBM’s miting de avance and the respectable voter turnout. BBM (As of press time, he is the presumptive victor of the presidential contest) now ought to assertively access out to the new generation and mid- to higher-income, whose affect is not to be disregarded—groups which his miting de avance failed to embrace in their viewers turnout.

Shifting ahead

It is up to the Philippine citizens to understand and acknowledge the consequence of the presidential election. There is a saying that just one ought to see the forest over and above the trees. Globalization normally takes precedence and the Philippines’ trading partners around the planet are on a search-see manner, seeing if the citizenry will respect the voice of the citizens and the legislation of the land. —contributed INQThe writer is main brand name strategist of MKS Advertising and marketing Consulting and is an alumna of Oxford University’s Explained Graduate School of Enterprise Strategic Leadership and Strategic Marketing Govt Schooling Program and Stanford Graduate School of Business enterprise Strategic Marketing Executive Education and learning. She is a member of the Global Strategic Consulting Network. Responses at [email protected]

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