How AdMarshal shifted ad budgets in real time to reach over 7 million voters for UK Labour in six weeks.
The UK Labour Party, led by incoming Prime Minister Keir Starmer, won a landslide victory in the July 4, 2024 general election. After outgoing Prime Minister Rishi Sunak called a snap election, Labour had about six weeks to run a mass voter mobilization campaign. It ended with 411 seats. Labour’s digital team produced content with an authentic, empathetic voice, focused on the issues weighing on voters: NHS wait times, inflation and energy bills, alongside Keir Starmer’s “first steps for change.” As part of its mobilization effort, UK Labour used Data Sciences’ digital distribution to put its message in front of over 7 million voters on Facebook and Instagram. Labour also used DS tools, including AdMarshal, in its parliamentary and local election campaigns.
AdMarshal automated most of the ad-buying process, so thousands of Labour ads could go live quickly and budgets could shift by region as performance and polls moved. Data Sciences has supported parties and campaigns around the world since 2014, with campaign tools and research that help get the right messages to the right people.
Originally published July 5, 2024.