Revitalising Rt Hon Winston Peters for the 2023 General Election.

Narrative, Creative, Video, Campaign Management, Media

Introduction

New Zealand First, led by Rt Hon Winston Peters, faced an unprecedented challenge following their worst election performance in history, resulting in their exit from Parliament. This case study outlines the strategic turnaround led by our firm, culminating in a triumphant return in the 2023 general election.

Challenge

Post their electoral defeat, Rt Hon Winston Peters sought a fresh team to help rejuvenate the party and its prospects. The need was for a novel approach to reposition both him and the party in the public eye and regain their parliamentary presence.

Solution

Capitalising on our success with Auckland Mayor Wayne, we approached Winston Peters, showcasing our firm's capabilities. Successfully negotiating with Peters, we embarked on developing a robust campaign for the 2023 election for him and New Zealand First.

Campaign Strategy

Our primary strategy was to craft a new narrative that would resonate with both new and existing voters. The narrative was designed to realign public perception and present New Zealand First as a pivotal player in New Zealand's political landscape.

1. Campaign Territory: We focused on universal desires for fairness, equitable societal support, better life opportunities, and trustworthy governance. Our message highlighted the need for common-sense policies to steer New Zealand back on track, positioning NZ First as the solution.

2. Target Market: Our campaign targeted predominantly male voters disillusioned with current political directions. These included former Labour, National, and floating voters seeking rationality and common-sense solutions in politics.

3. Campaign Construct: Employing a classic cause-and-effect framework, we developed messaging around logical, balanced, and common-sense approaches to current issues, encapsulated in the "IF XXXXXX, THEN YYYYYYY" format.

Execution

The new narrative was enthusiastically received by Winston, the party, and their followers. We observed significant interest from voters previously indifferent to Winston and NZ First. Our integrative marketing approach, consistent branding, positive messaging, and focus on issues and solutions, without attacking the opposition, marked our campaign's distinctive approach.

Special Campaign Highlight:

"This is not my first Rodeo" Video A standout feature of our campaign was the video titled "This is not my first Rodeo." Launched simultaneously with the National and Labour Parties' campaign kick-offs, this video significantly disrupted their launches, garnering substantial publicity for New Zealand First. The video's timing and content capitalised on the heightened political attention, drawing focus to New Zealand First's seasoned experience and pragmatic approach, resonating powerfully with the electorate.

Rt Hon Winston Peters' Interpretation of "If" by Kipling: Another campaign highlight was a video featuring Rt Hon Winston Peters’ rendition of Rudyard Kipling's poem "If." This video gained recognition on Radio New Zealand's Culture 101 arts and culture show, showcasing a blend of political narrative with cultural and literary elements. Peters' interpretation of the poem resonated with the audience, adding a unique and intellectual layer to the campaign.

Results

In a remarkable turnaround, the 2023 New Zealand general election saw Winston Peters and New Zealand First secure 173,425 votes, accounting for 6.08% of the total votes. This translated into winning 8 seats in Parliament, marking a significant resurgence in the national political arena.

Conclusion

This case study exemplifies a successful political campaign strategy where a reimagined narrative, targeted messaging, and an integrative marketing approach can revitalise a political party's fortunes. The campaign for New Zealand First not only reinstated them in Parliament but also reinvigorated interest and support among a broader voter base.

LEADERSHIP IS ABOUT DRIVING CHANGE . LET’S SHAPE YOUR BRAND AND LEAD THE NARRATIVE. GET IN TOUCH.

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