The research conducted by Sky’s Online Campaign Team and Who Targets Me revealed a surprising trend among Conservative candidates during the elections. Out of the 521 Labour and Conservative candidates analyzed, it was found that a significant number of Conservative candidates avoided using official party branding in their Facebook and Instagram advertisements. In fact, 41 out of the 104 adverts with partial branding had no branding at all, with the majority belonging to Conservative candidates.
The research highlighted that even prominent figures within the Conservative party, such as cabinet ministers Johnny Mercer and Grant Shapps, as well as former Conservative leader Sir Iain Duncan Smith, chose to forgo Conservative branding in their online adverts. This lack of clear party affiliation in their advertisements raises questions about their strategy and messaging to voters.
Johnny Mercer, for example, completely avoided Conservative branding in his election leaflets, only mentioning the party in small text as part of the funding disclosure. Similarly, Andrea Jenkyns, a former minister and Conservative MP, included a picture of herself with Nigel Farage in her leaflet, showcasing an unconventional approach to campaigning.
In contrast to the Conservative candidates, the research found that all 19 Labour MPs mentioned the party in the written text of their adverts, as well as in the funding declaration. Most Labour candidates’ adverts were heavily branded with party colors and logos, making it clear to voters which party they were affiliated with. This stark difference in branding strategies between the two major parties raises questions about the effectiveness of each approach.
The decision by some Conservative candidates to avoid party branding in their online advertisements may have significant implications for the party as a whole. By not clearly associating themselves with the Conservative party, these candidates may be missing out on the opportunity to leverage the party’s brand and values in their campaigns. Additionally, the unconventional strategies employed by some candidates, such as posing with leaders of other parties, may create confusion among voters and dilute the party’s message.
Overall, the research on Conservative branding during the recent elections highlights a notable trend among some candidates to avoid using official party branding in their online advertisements. While the majority of Conservative candidates still utilized party branding, the decision by a significant number to forgo it raises questions about their campaign strategies and messaging to voters. Moving forward, it will be interesting to see how the Conservative party addresses this branding dilemma and the impact it may have on future election campaigns.
Leave a Reply