Tag: Hillary

posted at 19:43 GMT 21:43 CET April 12 US (April 13, 3:45am Manila time): 

                  The Hillary Campaign Strategy:
Content (see vid embedded above): The tone was: “new beginning”, or that, the candidate was offering a “new beginning” to the American electorate (it peppers the text with “we’re getting started” followed by people from the entire range of the spectrum in age, race, economic status, body type, etc, preparing to build their house, going to work, planning for spring, readying for school), while the theme was economic and financial security for the ordinary American family.

       No, she did not play the gender card explicitly (only about 10 per cent of the images were on gender issues while the text does not at all use the G words). No, she did not play the grandmother card as predicted by pundits,  or the Clinton card — no member of her family made any appearance, not even baby Charlotte. No, she did not use the accomplishment card or the foreign policy card — apparently, team Hillary did not want bruising this early. Neither will the group rehash the 2008 campaign. By focusing on economic and financial security, team Hillary stresses what empirically a majority of Americans are worried about,  while at the same time subtly hinting it will do better than the Obama administration in this area (building on the Democrat base while at the same time not having to be saddled by any perceived failed promises of the incumbent).

      HOWEVER, being perceived as the strongest contender, all the presidential hopefuls will go for her jugular, and her jugular is exposed – perceived “errors” and failings as traditional politician and bureaucrat not adequately addressed Hopefully, however, the millennials are more liberal-minded and see her bid as a fresh start, while middle America hopefully buys into the apple pie campaign.

      The Medium: Formally launched as a tweet linking to a YouTube video and embedded in her dotcom site, the Hillary announcement was touted as a social media campaign opening that appeals to the younger generation.

      Prior to the tweet however, there was a well-orchestrated international live television and online countdown and set of teasers, crawlers, graphics, and soundbytes  for a full 24 hours before the actual celebrated tweet – till finally the tweet opened to a world premiere. This was no ordinary tweet. It was as conventional and traditional as you could get in terms of content — well paced at 4 seconds per frame of happy faces in a  canned video —  and a global campaign buildup, marshaling all the available resources in the traditional media.

      Obviously, Team Hillary is targeting the younger demographic set, but this kind of traditional content embedded on social media should be improved upon – it needs to followed up with a live, interactive format on Twitter/ Instagram YouTube/ FB etc.      

        Of course, you will have your share of trolls, haters, and bashers, false and true trending, false and real viralling — welcome the bright and the dubious, the easy and the randy.