During the 2012 Republican National Convention, the Romney for President campaign needed a way to deliver a multi-platform experience for any visitor who wanted to engage with the convention. Our co-founder and digital director for the Romney campaign Zac Moffatt explained the strategy behind the convention’s digital presence in a new case study released by Thismoment, a digital partner during the convention.
Moffatt outlined the objectives of the 2012 Republican National Convention digital experience:
1) Build new experiences on YouTube, allowing everyone to see every minute of the convention via live streaming
2) Bring in social conversations – from Google plus, Twitter or Facebook, aggregate them and spread the momentum of the convention across the country
3) Emphasize Google hangouts so people could come in and share their thoughts on digital, as well as all feelings around the campaign.
Further, the case study elaborated on the successes of the platform:
[T]he Republican followers are actually talking about their candidate and are overall more engaged; a true sign of social media success.
- 4 million + Tweets in 4 days
- 37% engagement rate on Facebook, with 5.5 million followers
- 5 million + YouTube viewers for the Convention video that existed on the site for only one week
- 32 minutes Average time spent on the DEC per viewer; Over 3 days, the Convention witnessed over 300,000 hours of live streaming
Read the full case study:
Thismoment Case Study: Republican National Campaign