Now that the campaign awards season has mostly wrapped up, what can we learn from the winners? The Reed Awards recognize “excellence in political campaigning, campaign management, political consulting and political design.” The winners for 2015 campaigns were announced a couple months ago in Charleston, and you can see the complete list here. Full disclosure, PowerThru won “Best County/Local/Judicial Candidate Website”. The 2015 winners for the Pollie Awards (the political communications and public affairs industries) were announced earlier this month in Puerto Rico, full list here and the first round of the Goldies Awards were announced a month ago, winners here.
What can we learn from these awards about emerging digital best practices for campaigns?
In terms of email, you need to push the envelope to stand out from the crowd. With more and more crossover between lists, most campaign email starts to blur together and fails to make an impression.
Check out this Best Fundraising Email Reed winner, from Revolution for the Bernie campaign. It’s cute, visually oriented, and out of the ordinary – not the same old, same old, few paragraphs/beg for money/apocalyptic subject line/big donate button. In general, and rightfully so, Revolution cleaned up in the Reeds and Pollie awards for the Bernie campaign – a grassroots-oriented effort that is willing to try new things.
In terms of websites, one-page scrolling sites (often with parallax) are the new big thing for 2016. (What is parallax? The parallax effect is where the background of the website moves at a different speed than the foreground as you scroll up and down on the page. It can be a very cool visual effect.)
Check out Best Statewide Candidate Reed from Go BIG Media and the Florida GOP site from Hines Digital as well asBest Website of 2015 (Reeds), also from Hines Digital. The Republicans are building some beautiful websites! The video in the background on the Carlos for Florida site is especially eye-catching – we’ll see if that is a major trend in 2016 or if it goes the way of video pop-ups on websites.
Also look at No Translink Tax, a nice NationBuilder Gold Pollie-winning site.
In terms of tech, NationBuilder won big, with 4 of 6 website Reed award-winners and several Pollie-winners built on their platform. This makes sense because these are bipartisan awards, and NationBuilder is the best/only? toolset available on the GOP side. We’ll see if they make more inroads on the Democratic side in 2016 or if the WordPress-Drupal/NGP combo stays in the lead.
In terms of video, funny is still the gold standard. (Realistically, nobody wants to see your campaign commercial – so the least you can do is entertain them or make them laugh).
- Best Special Election Reed web video.
- Best web video Reed for state leg candidate.
- Or inspire them, like with this Best Statewide Video Reed with drone footage..
Check out the “Best Use of Twitter” Pollie for Missouri Health Matters. The audience may be small (perhaps they could use some tips for building a social media audience), but they are delivering quality regular content to their audience. They won a Gold overall for Best Use of Social Media.
FrackFeed won a Silver Pollie for Best Facebook Page. Check out their fun content, tied to what’s trending on social media. Some of their content has really caught fire too. Even though I completely disagree with their point of view, hats off to them for doing a great social media job.
What did we learn?
So there you have it. To cut through the noise you need fun, funny, topical content and it needs to be presented well to your audience. Same old same old just doesn’t work as well anymore in a sea of campaign websites, email, video and social media.
Overall, no amazing new tech has been rolled out recently – text message donating to campaigns is still not in widespread use except for the largest of campaigns, but voter-file targeted ad spending is available for campaigns at all levels on the Democratic and progressive advocacy side thanks to self-service tools like DemocraticAds.com. We’ll see how 2016 shapes up, and if more cutting-edge tech works its way down to lower-ballot races.