Harnessing the power of digital to increase voter registrations

Using the collective bargaining of 22 London Boroughs we were able to deliver an impactful digital campaign in a short timeframe.

What we did

In May 2017 Lambeth Communications were commissioned by the London Regional Counting Officer to deliver a one-week campaign on behalf of 22 London boroughs to improve electoral registration ahead of the General Election on June 8.

For one week (May 16 to 22), we commissioned a suite of highly visible digital and out of home marketing opportunities to capture our audience on their commutes to and from work. This included:

  • London Underground network digital advertising – we placed advertisements on tube stations for the participating boroughs – on escalator panels and high definition LCD screens, which are dotted around station walkways and receptions.
  • Metro advertising – we advertised in the Metro on deadline day (May 22).
  • Data-driven, targeted digital advertising – across multiple online platforms and websites including Transport for London, Evening Standard, Ebay, Facebook, Twitter, Gumtree, local press and national newspapers.

Why we did it

The campaign objectives were to make sure as many young people as possible were registered to vote as possible and didn’t miss out on their opportunity to make their voice heard.

Who we did it for

Our target was to increase the number of voter registrations in the 18 to 25 years age bracket. This group tend to be more apathetic to voting and living in the private rented sector therefore more transient.

Results

 Digital advertising highlights:

  • 1.6 million 18-34 year old Londoners saw the campaign (92.5% of London population)
  • 20,696 people clicked to register to vote.
  • Men were two times more likely to click than women
  • Mobile generated the most interaction
  • Barking and Dagenham had the highest click through rate – 0.57%.
  • Cost per 18-34 year old reached £0.02
  • Cost per click to register to vote £1.40

Advertising across the London Underground network:

  • In total, 101 separate advertising sites were commissioned across the London Underground network for seven days showing a range of static and animated adverts.
  • Data provided by the supplier showed the campaign reached 199,168 people during the one week live period.
  • On average, each individual would have seen campaign artwork 10.8 times. This amounts to 723,786 times the campaign would have been seen.

London Metro:

Data provided by Metro revealed its circulation is 900,000 and readership is 1.8 million daily. Of their readership, 68 per cent is 18-44 years-old.