Another Dud Deal
Research, concept, copy and graphic design for political Facebook ads campaign
The Work
Data research, Audience research, Landscape analysis, Concept ideation & development, A/B testing, Copywriting, Graphic design
The Project
Divide Brexit supporters over Boris’s deal. When Johnson brought a deal back from Brussels, second referendum campaigners were caught flat-footed. The risk quickly emerged of politicians and voters who had opposed Theresa May’s deal now switching to support the withdrawal agreement. Best for Britain needed to intervene with an agile campaign.
The Approach
Taint the deal with May’s unpopularity in the eyes of hard Brexit voters. I designed a campaign to target hard Brexit supporters on Facebook hammering home the message: this new deal is just a rehash of May’s deal you rejected earlier in the year. Following an iterative design process and A/B testing, I quickly found the right creative execution to resonate with Leave voters without explicitly supporting Brexit.
The Result
Another Commons ‘No’ vote. The ad was promoted on Facebook where it reached 1m users and achieved an engagement rate by reach (ERR) of 0.75%, over 8x the platform benchmark. Most importantly, the amended withdrawal agreement was rejected by parliament again, forcing the PM to call the 2019 general election and another Best for Britain campaign.
