Do parties master the art of branding, campaigning in the digital era?
Youth hold the golden key to winning elections
South Africa is approaching the most contested local government elections of all time with more than 26-million registered voters.
More than 44% of voters are male, against 55% females.
This time around, young people who were born in 2003 are eligible to vote. Over 11.3-million of these registered voters are aged between 18 and 39 years. This places a significant responsibility on political parties to find creating solutions to attract young people if they are to earn a substantial number of votes.
The complexity of this year’s elections is compounded by the fact that there are new political parties and “movements” supported by a sizeable number of independent candidates who have added their names on the ballot.
Key to the success of each political campaign is a clear brand promise, which is often articulated through a manifesto. Inevitably, some political parties have mastered the art of packaging their manifestos, ideally supported by an integrated
communication and marketing strategy that outlines how the organisation is going to drive its campaign and attract voters.
This election takes place under unique circumstances in which the ANC has experienced financial and operational difficulties to a point where the organisation could not fulfil its obligation to pay salaries on time. As a result, the ANC had a vacuum in promoting its manifesto through outdoor advertising, opting for its traditional “door-to-door” campaign strategy.
However, the governing party seems to struggle to connect with the youth on digital platforms, and its campaign messaging strategy has been mired by apologies and mixed positions from its leaders.
The country’s main opposition party, the DA, came short on many fronts, particularly
with its racially charged election posters in Phoenix.
Furthermore, the DA’S television advert lacks creativity, as similar to the ANC, it is a monologue by its leader on promises that were never fulfilled. It has also failed to capitalise on the ANC’S shortcomings, and instead provided the governing party with free advertising as the ANC features on almost all the DA’S messaging, street pole adverts and social media.
The EFF has, from the day after the election date was declared, flooded major metropolitan areas, townships and rural areas across the country with billboards, street pole advertisements, posters and various campaigns at rallies.
The EFF has led the pack and demonstrated its authority as a leader in political communication through a robust digital marketing strategy, consistent public relations efforts and face-to-face engagements with prospective voters.
Another notable entrant to the campaign space is Actionsa. The party, led by Herman Mashaba, has positioned itself as a “municipal and city problem fixer”.
Its positioning has been consistent, taking ownership of conversations with communities. Actionsa’s brand with predominantly green colours is visible, especially in Gauteng.
Other new entrants such as Musi Maimaine’s One South Africa Movement have also gained some traction. The Good Party has a message very close to One SA Movement.
It remains to be seen as to whether political communication campaigns will result in actual votes for political parties. Suffice to say that campaign capability needs a serious reinvention if we are to see shifts in the national elections in 2024.
Key to the success of campaigning is a clear brand promise