There is no doubt that Barack Obama’s presidential campaign was a marketing genius, one only needs to look at the recent surge of Obama inspired marketing to appreciate this. But what made this campaign so phenomenally successful?
The campaign team used traditional marketing methods such as the radio, television and direct marketing, effective because they understood their audience and delivered crisp relevant messages to them.
What was more effective however was how Obama embraced not only the internet as an affective marketing tool and mobile technology to mass communicate his message, he also embraced the millennial audience; in fact 66% of 18-29 year olds voted for Obama which amounts to a huge majority. Co-incidentally Chris Hughes the co-founder of the social networking site Facebook, left Facebook to run Obamas online marketing team and together they created one of the most successful marketing campaigns to this date.
Millennials are the first generation to have never known a world without the internet; SMS texting is second nature and communicating online is a day to day occurrence. They have grown up in a world where they can see that anything is possible and achievable. Millennials are not just listened to but, because they are special, their opinions are taken seriously by their elders and because they are natural online content creators, they are highly influential.
Obama understood this – his campaign had a relaxed and informal tone so he could be relatable to all – old and young alike, and all the while he reiterated the same positive messages. He wanted people to believe in not just his abilities, but more importantly their own. His slogans of “Yes We Can”, “Hope” and “Change has come to America” always echoed this same message and in turn he left Americans and citizens worldwide inspired and ready to embrace change.