Inside Topham Guerin's digital campaign behind Scott Morrison's 2019 election win
Topham Guerin ran the digital and creative campaign behind Scott Morrison's surprise victory in the 2019 Australian federal election. Co-founded by New Zealanders Sean Topham and Ben Guerin, the agency produced platform-tailored social content, video and rapid-response graphics for the Liberal Party, using real-time analytics to consistently outpace Labor online.
- Publication
- New Zealand Herald
- By
- Audrey Young
- Published
- 17 June 2019
- Type
- Press coverage
- Topics
-
- political campaigning
- social media strategy
- digital advertising
What we did
- Produced the Liberal Party's social video, animations and graphics, plus email and the campaign's online shop
- Ran rapid-response daily content, turning Labor's missteps into shareable clips within hours
- Targeted and optimised audiences with real-time analytics
- Liberal Facebook videos drew four times the views of Labor's across the final 18 days of the campaign
- Morrison's “My Vision” video reached 1.7 million views
“We were highly responsive to daily events, leveraging Labor’s missteps and rapidly cutting short clips or graphics and rapidly pushing them out on social media”
Sean Topham
“We worked hard to present that creative in a variety of different ways to suit the different platforms and audience”
Sean Topham
“We decided we wanted to be a global business from day one, expose ourselves to everything on the world stage and try and be a part of it”
Sean Topham
- 4× Liberal Facebook video views vs Labor’s (final 18 days)
- 1.7M views of Morrison’s “My Vision” video
Questions & answers
What did Topham Guerin do for Scott Morrison’s 2019 campaign?
Topham Guerin ran the digital and creative campaign for the Liberal Party, producing social video, animations, graphics, email and the campaign’s online shop, and running rapid-response daily content that turned Labor’s missteps into shareable clips within hours.
How did the Liberals’ social media perform against Labor?
Across the final 18 days of the campaign, Liberal Facebook videos drew four times the views of Labor’s, and Morrison’s “My Vision” video reached 1.7 million views.