How Topham Guerin is building the Coalition’s TikTok strategy for the 2025 federal election
The Nightly reported that the Coalition had engaged Topham Guerin’s Sean Topham (co-founder, with Ben Guerin, of the agency behind Christopher Luxon’s TikTok-led New Zealand win) to shape its 2025 federal election campaign, crafting a TikTok strategy for Peter Dutton from campaign headquarters in Parramatta.
- Publication
- The Nightly
- By
- Latika M Bourke
- Published
- 27 February 2025
- Type
- Press coverage
- Topics
-
- political campaigning
- TikTok
- social media strategy
What we did
- Coalition engaged Sean Topham / Topham Guerin for the 2025 Australian federal campaign
- Crafting Peter Dutton’s TikTok strategy, embedded at Parramatta HQ
- Cited TG’s recent work on Christopher Luxon’s TikTok-heavy NZ win
Read the full article at The NightlyTopham will be embedded in campaign headquarters in Parramatta but has already been helping craft a TikTok strategy for Mr Dutton that paints him as a serious leader discussing meaty policy issues such as housing.
Mr Dutton has already outpaced the Prime Minister in TikTok followers with nearly 28,800 compared to Mr Albanese’s 14,700 followers.
“The Coalition has placed Kiwi digital guru Sean Topham, who is based at his firm’s London office in Mayfair, on standby to fly to Australia when the election is called.”
Latika M Bourke
“Topham’s firm TG, which he founded with fellow Kiwi Ben Guerin, worked most recently on Christopher Luxon’s winning campaign in New Zealand, which relied heavily on TikTok.”
Latika M Bourke