Campaign Overview
In the lead-up to the national elections, the Democratic Alliance (DA) launched a 12-week digital advocacy campaign in KwaZulu-Natal, designed to mobilise grassroots supporters and amplify the DA’s presence online. The campaign focused on empowering the community to share DA content, act as advocates, and help shape the digital conversation around the party.
The DA released new advocacy content and political updates via email and WhatsApp every week. These materials encouraged supporters to participate actively in the party’s narrative by sharing campaign messages through their social networks.
Objectives
- Mobilise DA supporters to act as digital advocates.
- Drive measurable traffic to DA platforms through organic sharing.
- Maximise reach and engagement through WhatsApp, Facebook, and Twitter.
- Measure the media value of supporter-driven content sharing.
Performance Summary (11 Week Campaign)
Weekly Campaign Cadence
At the heart of the campaign was a rhythm that supporters could rely on. Every Monday, the DA team released fresh advocacy content and political updates through email newsletters and WhatsApp broadcasts. These communications were clear, consistent, and designed for quick sharing, making it easy for supporters to spread the message across their own networks. This predictable cadence helped cultivate a routine, turning digital advocacy into a habit rather than a one-off action.
- Campaigns released: 1 per week (via WhatsApp + Email)
- Engagement channels: WhatsApp, Facebook, Twitter
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Traffic Driven by the Community
The campaign’s reach wasn’t powered by big-budget media buys—it was driven by people. Supporters took the lead in sharing weekly content, generating thousands of visits to DA platforms each week. This peer-driven approach translated into meaningful results, as traffic numbers rose in tandem with community engagement. Week 10 (20th May), the standout week saw a remarkable 15,963 visits, proving the power of momentum and community action.
- Highest traffic week: Week 10 (20th May) — 15,963 visits
- Lowest traffic week: Week 8 (6th May) — 867 visits
- Total campaign traffic: Over 43,000 visits generated by supporter shares
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Social Sharing Activity
The campaign capitalised on platforms where everyday conversations happen. WhatsApp, known for its reach and trust factor, became the most consistent channel for direct, peer-to-peer sharing. Facebook emerged as the top platform for value, delivering the largest referral traffic per share due to its public visibility. Meanwhile, Twitter offered an additional amplification layer – particularly valuable within political and media communities.
- WhatsApp: The most consistent and accessible platform for direct peer sharing
- Facebook: Delivered the highest traffic acquisition value
- Twitter: Contributed additional reach, particularly in political discourse spaces
Earned Media Value (Social AVE)
To quantify the real impact of supporter-led advocacy, the campaign used Advertising Value Equivalent (AVE) to assign a monetary value to social shares. This method allowed the team to measure the cost-saving benefits of organic reach that would otherwise require significant advertising spend. The results were impressive: Week 9 (13th May) delivered the highest AVE at R364,352.21, and the overall campaign generated over R1.2 million in earned media. The most valuable weeks aligned closely with national talking points and key political milestones – demonstrating the strategic value of timing and relevance.
The campaign tracked the value of each share using AVE (Advertising Value Equivalent) calculations:
- Week 9 AVE: R364,352.21 — highest recorded
- Total campaign AVE: Over R1.2 million in earned media
- Top-performing content: Aligned with national talking points and election mobilisation
Weekly Content Created Routine
By delivering content on a predictable weekly schedule, the campaign created a behavioural loop among supporters, keeping engagement consistent.
WhatsApp Was the Foundation
Due to its accessibility and reach, WhatsApp served as the primary distribution platform, particularly effectively spreading advocacy content within communities.
Facebook Drove the Most Value
Although WhatsApp had volume, Facebook produced the highest traffic value due to its algorithmic reach and wider content visibility.
Supporters Became the Campaign
Instead of relying solely on traditional media or advertising, the DA leveraged its community to spread messages organically – proving that people trust messages from people they know.
Platfrom Shares
Combined Total Shares: 7,533
AVE
Total Social AVE Generated: R1,557,998
Becoming the Party's Voice
The DA’s 12-week advocacy campaign transformed ordinary supporters into an active and measurable communications channel. The DA extended its message by combining consistent weekly outreach through WhatsApp and email with trackable digital metrics and created a sustainable advocacy model for future campaigns.
This people-powered approach—built on rhythm, relevance, and results—shows how political campaigning is evolving. With the right tools and strategy, the community doesn’t just support the party; they become the party’s voice.
