Digital Strategy and Creative Communication

The transcript discusses the digital strategy used in President Obama's 2012 campaign, focusing on user-facing content. The key communication strategy was to avoid being dull, which was crucial in engaging consumers. A creative example was the Romney Tax Plan website, which humorously highlighted the flaws in Romney's tax policy. This approach led to significant engagement, with millions interacting with the content. The success was measured through metrics like bounce rate and time on site, showing that creative, engaging content can effectively communicate complex policy issues.

What was the primary focus of the digital team in Obama's 2012 campaign?

• Back-end infrastructure

• User-facing content

• Policy development

• Stakeholder management

What was the three-word communication strategy used in the campaign?

• Engage and Inspire

• Stay on Message

• Be Bold Always

• Don't Be Lame

Why is it important for content to be interesting according to the campaign's strategy?

• To avoid annoying stakeholders

• To mitigate risks

• To ensure consumers absorb the message

• To maintain traditional PR methods

What was the unique feature of the Romney Tax Plan website?

• A video explanation

• A downloadable white paper

• A dancing button

• A static infographic

How did the Romney Tax Plan website engage users?

• By providing a detailed policy paper

• Through interactive content

• By offering a free e-book

• With a live chat feature

What was the viral impact of the Romney Tax Plan website?

• 100,000 tweets

• 500,000 Facebook likes

• 1.5 million Facebook likes

• 2 million blog post reads

What was the main purpose of the blog post linked to the Romney Tax Plan website?

• To offer a downloadable report

• To criticize Governor Romney personally

• To explain the math behind the tax plan

• To provide a humorous take on tax policy

What did the campaign's digital content aim to achieve?

• Replicate traditional media formats

• Create content that couldn't exist before the Internet

• Focus solely on visual appeal

• Limit interaction to social media

How did the campaign measure the effectiveness of the Romney Tax Plan website?

• Through stakeholder feedback

• By the number of press releases

• By counting the number of downloads

• Through bounce rate and time on site

What was a key takeaway from the campaign's digital strategy?

• Risk mitigation should be prioritized

• Stakeholder approval is most important

• Traditional methods are always best

• Innovation can enhance message delivery