In August 2015, the Liberal Party of Canada (LPC) and its leader Justin Trudeau trailed behind the Conservative and New Democratic Parties in national polling. In 2011, the party endured a historic loss, earning only a tenth of the seats in Parliament and finding itself relegated to third place for the first time in its history. In the lead-up to an election in October 2015 and under Trudeau’s new leadership, the party needed the combined power of a data-driven field campaign and optimized digital messaging tactics to persuade millions of Canadians that LPC and Justin Trudeau were the right choice to lead.
Led by Jennifer O’Malley Dillon, Precision began working with LPC months before the election was called to build the infrastructure necessary to run a data-driven, grassroots-focused, modern campaign. The team had two primary goals: 1) simplify and strengthen organizational infrastructure and 2) create strategies and datasets for targeted voter contact and communication.
By building a solid foundation for data-driven decision-making, including creating a data infrastructure and developing strategic decision-making platforms for senior leadership, Trudeau and his team had the voter targeting foundations they needed to hit the ground running once the election was called and make smart, strategic decisions about how best to expend their limited resources over just 78 days of campaigning.
The result was an online and offline voter contact campaign that became the largest turnout effort in Canadian history. From the start of 2015 through the first week of September, the campaign had knocked on more than 5 million doors, made personal connections with voters, heard their concerns, and discussed Trudeau’s vision for the country—records for a Canadian election.
The Bottom Line:
Precision was proud to help Trudeau and LPC create a targeted strategy for success. The results: the party won an unexpected majority in the election, winning 40 percent of the vote nationwide and earning 184 of 338 seats in Parliament.
As Jen put it: “By winning Canada’s parliamentary elections, the Liberals did more than buck conventional wisdom and post their best showing in 40 years. They also demonstrated the power of a data-driven, grassroots campaign and a consistent, optimistic message of economic growth.”