Political Party Ad Tracker — January 3, 2017
Happy New Year from your friends at eddt!
To find out how Canada’s political parties brought in 2018, check out this week’s edition of the Political Party Ad Tracker.
Liberal Party of Canada
The Liberals are closing out 2017 on top of the Canadian political party ad game. But they shouldn’t get comfortable. The Conservatives are becoming increasingly innovative and their messages are resonating.
The Liberals are running new fundraising ads like this one to close out 2017. This ad is aesthetically pleasing, makes an explicit ask, and is well-timed given it’s fundraising year-end.
Well-played, Liberal digital team.
Here is another smart new fundraising ad from the Liberals. The use of green colouring around how much Canadians “get back” with their donation is strategic.
Green is strongly associated with feelings of safety. By subtly emphasizing the tax credit on political donations, the Liberals are cognitively assuring supporters that they will receive value for their investment.
Not only are the Liberals fundraising online in English, but they are also doing so in French.
Since Facebook made political party ads on the platform open to the public in October of 2017, there have been little ads in French—from any party. We predict that will change in 2018 as the Liberals seek to solidify and further engage their Quebec base.
You can view all of the active Liberal Party of Canada ads here.
Conservative Party of Canada
The Conservatives are bringing in 2018 hot. They’re running twice the ads of both the Liberals and NDP right now, with a combination of new and proven ads with multiple split-tests.
If the Conservatives maintain this pace, they are on track for a good year on social media.
That just might be the plan given Conservative Leader Andrew Scheer’s recent commitment to “do more innovative things on social media to... talk to people on the platforms that they’re on.”
Hunters and gun owners are an important part of the Conservative base. This new ad is designed to hyper-target those voters—end goal being supporter and issue identification.
The uniqueness and contrasted colouring of this ad should make it stand out in a news feed—especially if you care about gun rights.
Various versions of this ad have now been running for three weeks straight. Clearly it is generating results, or it wouldn’t still be running.
Based on the quantity of donation ads being run by the Conservatives, the party is very determined to finish 2017 as fundraising champions.
The “One-Term Trudeau” tagline is clearly a winner for the Conservatives.
This ad uses a different image of Trudeau than in weeks past, but the theme remains the same: limit Liberal damage to one term!
In this ad, the theme and ask are compelling to Conservative voters. We wouldn’t be surprised if variations of this ad continue into 2018.
You can view all of the active Conservative Party of Canada ads here.
New Democratic Party
The NDP ad game has improved drastically over the past few weeks. They remain solidly behind the Liberals and Conservatives, but they should head into 2018 with optimism as their ads continue to improve and achieve better results.
This week saw a full transition to fundraising mode for the NDP’s online efforts. It also saw an increasingly French focus.
An interesting ad here. We’re guessing this one made a few people pause in their newsfeed scrolling to look at the ad due to its creative design, which is good.
The problem with this ad is the lack of a compelling reason for new supporters to donate. While diehard NDP voters may understand this call-to-action and donate to get their tax credit before year-end, new supporters will not.
Now this ad, run in French on Jagmeet Singh’s page, is a good ad.
The visual is strong and highlights the NDP Leader’s ability to connect with people.
With a powerful visual and a more compelling call-to-action, the NDP should anticipate that this ad will be higher performing than others.
The NDP is the only party using carousel ads to raise money.
Carousel ads are very effective for e-commerce, so it will be interesting to see if they generate results in the political realm.
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