The GEJ Campaign: A Case Study in Citizen Engagement
It was believed that the Goodluck Jonathan Administration had made significant progress in terms of developmental projects and infrastructural facilities, but had been let down by so-called online consultants and their media team, whose inadequacies led to poor (or even no) communication of the Administration’s feats to the Nigerian People.
As the election frenzy was reaching fever pitch, with just a few weeks to the Presidential election, it became clear to those who had been running the campaign that they had done a dreadful job for the Administration.
So TRW Consult was brought in to run a focused campaign for the Presidency, which would attempt to correct the anomalies of 6 years by acquainting Nigerians with the achievements of the GEJ Administration.
The first thing the TRW Consult team did when they came on board was to curate relevant content from 7 voluminous publications released by the office of the Chief Economic Adviser to the Presidency containing the many achievements of the Administration across geopolitical zones. Then the Agency went ahead to add, through thorough research, 8 additional volumes to the list.
From these resources, they generated about 3,353 social media content which were published and promoted on Facebook, LinkedIn, Google+, Nairaland, and other Naijacentric blogs and forums. The adverts the Agency ran on target high-traffic sites as ancillary for the campaign also polled a huge 52,190,232 impressions.
On Twitter, the TRW Consult team practically broke the local Twitter record at that time, as they developed and tweeted a massive 73,961 Twitter contents using the afterwards popular #GEJAchievements hashtag, and the tweets they released reached an impressive 96,700,079 Twitter users, recording an eye-popping 422,538,683 impressions!
The campaign lasted for 5 weeks. Some of the platforms the Agency deployed include:
With those presidential elections long concluded and the results known to everyone, TRW Consult nonetheless derives immense professional satisfaction from a job well done in such a short space of time.