Harneet Singh

2025 Federal Election & Digital Campaigning

Canada’s 2025 Federal Election: How Social Media, TikTok, and Digital Campaigning Are Shaping This Race

Social Media and Politics

TL; DR: Canada’s 2025 federal election is a digital-first campaign like no other. From record-breaking Meta ad spending to TikTok influencers driving political conversations, the race is unfolding online. In this blog post, we break down the platforms, strategies, and moments defining this historic election. Canada’s 2025 Federal Election and Social Media: A Complete Guide to Digital Campaigning, Meta Ads, and Viral Influence As Canada heads into the final stretch of its 2025 federal election, digital campaigning is hitting a fever pitch. With millions already having voted in advance polls, the battle for undecided voters is now playing out across screens large and small. Political parties are unleashing a blitz of targeted Meta ads, last-minute influencer partnerships, and rapid-response social content in hopes of shaping perceptions and sealing support. These final days are often where momentum shifts happen – sometimes in the form of a viral video, other times via a powerful data-driven ad buy. While much has already unfolded, these final weeks could still deliver surprises that alter the race. Why #Elxn45 is a Digital Election Like No Other The 2025 Canadian federal election has ushered in an unprecedented era of digital campaigning. What began as a trickle in previous cycles has become a full-blown flood of social media ads, influencer content, and algorithm-savvy messaging. Campaigns aren’t just reaching voters through door-knocks and lawn signs – they’re showing up in Instagram stories, TikTok “For You” pages, and sponsored posts between reels. More than 2 million Canadians voted on the first day of advance polls, a figure that shattered expectations and demonstrated the growing effectiveness of digital outreach. Youth voter turnout, traditionally a concern in Canada, is on an upswing, in part due to the smart, consistent use of platforms like TikTok and Instagram to engage younger audiences. Meta Ads: The New Front Line of Persuasion Facebook and Instagram Spending Soars If there’s one battlefield where parties are investing heavily, it’s Meta platforms. Facebook and Instagram remain the top destinations for political advertising dollars in 2025. According to reporting by The Logic, these platforms continue to deliver scale, microtargeting, and measurable ROI, particularly useful in the vast and diverse Canadian electorate. The Liberals and Conservatives have both invested millions into Meta ads, but their approaches differ. While the Liberals are running a blend of national branding and localized persuasion ads backed by strong investment (and leading the Conservatives almost always during the writ period so far), the Conservatives have taken a creative-first approach. Their content strategy focuses on daily video releases, compelling storytelling, and issue-specific messaging that’s constantly adjusted based on performance. Want to run persuasive Meta ads for political campaigns? Check out our Ultimate Guide to Facebook Political ads in Canada.  Language and Localization: Winning Ethnic Votes   One of the most noticeable shifts in 2025 is the growing sophistication of ethnocultural outreach. The Conservatives have run a series of attack ads in Punjabi, targeting specific ridings with tailored narratives. It’s a strategy that not only signals cultural competency but also demonstrates how Meta’s targeting tools can be used to reach linguistic and geographic niches with pinpoint accuracy. The Liberals have returned fire with their own set of translated graphic ads in Punjabi, Urdu and Hindi, but so far, there hasn’t been any focus on high-quality video ads.   TikTok, Influencers & Viral Moments in the 2025 Federal Election TikTok and the Power of Influence   TikTok has emerged as a major player in this election, not because of official party content, though there is some, but because of the rise of political influencers. From creators posting comedic takes on policy to earnest explainers about climate legislation, content creators are helping shape the narrative for millions of users. As explored by The Globe and Mail and Hill Times, the impact of these voices is both measurable and growing with top influencers raking in millions of views on their videos discussing the election, key moments and policy promises. What makes TikTok distinct is its ability to elevate moments that would otherwise be niche algorithmically. One video explaining Pierre Poilievre’s housing plan or criticizing Mark Carney’s economic stance can quickly amass hundreds of thousands of views, especially when repackaged with trending audio or pop culture references. From Mike Myers to Edmonton Crowds   Some of the biggest viral moments in 2025 have come from somewhat unexpected (but carefully orchestrated) sources. A nostalgic ad featuring Canadian actor Mike Myers – best known for his roles in Austin Powers and Wayne’s World – endorsing the Liberal leader Mark Carney, quickly racked up millions of views. and sparked debate about celebrity involvement in politics. Meanwhile, Pierre Poilievre continues to demonstrate his ability to mobilize large crowds, none more striking than his Edmonton rally, which drew over 10,000 attendees and saturated social feeds with photos and videos. Jagmeet Singh, long known for his digital fluency, continues to punch above his weight class with engaging livestreams, TikTok trends like GRWM (which got over 4 million views) and Live Q&A. His connection with younger voters remains authentic and consistent. Artificial Intelligence Joins the Campaign Team Content Creation and Microtargeting at Scale AI tools are being used behind the scenes to accelerate campaign production and outreach. From writing ad scripts to analyzing voter sentiment, artificial intelligence is no longer a theoretical campaign tool – it’s in daily use, both at the HQ War Rooms level as well as down to individual campaigns.  For instance, several campaigns are using AI to test ad copy in multiple languages, speeding up outreach to multicultural communities without relying on slow human translations. Additionally, some campaigns have begun generating multiple ad versions using generative AI, which are then tested on platforms like Meta to determine what resonates best with different demographics. These practices are speeding up workflows and reducing production costs. At any given point in time in this election, we have noticed over a thousand variations of ad campaigns running on Meta, by the leading parties – both Liberal and Conservative.  The Numbers Tell the Story Beyond strategy and spectacle, the data is what truly highlights the digital shift. Consider

Canada First vs Canada Strong

Canada First vs Canada Strong: The Branding Battle Between Mark Carney and Pierre Poilievre for Canada’s Future

Political Digital Strategy

With the 2025 federal election fast approaching, the battle for the Prime Minister’s office is already being framed by two strikingly different political brands. Mark Carney, the newly chosen leader of the Liberal Party, and Pierre Poilievre, the leader of the Conservatives, are using two distinct slogans – Canada Strong and Canada First – to present their vision for the country. In a time when external pressures (aka Trump tariffs and the “51st State” pitches) loom large over Canada’s future, Canada First vs Canada Strong is more than just a clash of phrases; it represents the larger political narratives each leader is trying to sell to Canadians. Canada Strong vs Canada First: A Clash of Phrases in a Changing Political Landscape  Carney quickly adopted Canada Strong as his rallying cry, unveiled at the leadership convention. It’s a message meant to evoke unity and strength, especially in the face of global uncertainty and the threat to Canada’s sovereignty. His videos and speeches highlight the need for a government that stands up for Canada and its people, focusing on resilience and collective prosperity. The slogan fits neatly into his larger narrative of standing firm in the face of challenges – something that many Canadians may find comforting, especially after the turbulence of recent years. Meanwhile, Poilievre is taking a much sharper approach with his Canada First mantra. His social media ads already feature bold statements like “Canada will bear any pain and pay any price to retain its sovereignty.” With tensions over tariffs, trade, and international relations on the rise, Poilievre’s message is clear: the focus should be on prioritizing Canada’s interests above all else. His ads tap into a growing sense of anxiety about the external threats facing the country, from the shifting global economy to rising geopolitical risks.   Will It be “Canada First” or “Canada Strong”? This political showdown is not just a matter of different parties trying to out-message each other. It’s a clash of worldviews at a critical time for Canada. With domestic issues like cost of living, affordability, and housing crisis taking a backseat to international concerns, these slogans speak to different aspects of what Canadians might need or want from their leaders. On the one hand, Carney’s Canada Strong is a message designed to reassure those who believe in the need for unity and national strength in uncertain times. But will that message resonate with voters if they feel more anxious about external threats than the need for unity? And how will Poilievre’s more direct, nationalistic Canada First approach sit with those who are tired of seeing Canada dragged into global conflicts? In an era where global politics is dominating national discourse, traditional political playbooks may not work as well. Voters are likely to be drawn to candidates who can show they will protect the country from external risks – whether that’s trade wars, environmental disasters, or geopolitical instability. Both leaders will need to convince Canadians that their approach will shield the country from the chaos unfolding around the world. A Battle for the Heart of Canada’s Identity This election is shaping up to be about more than just political promises; it’s about branding Canada’s identity at a critical moment. For Carney, Canada Strong suggests a kind of stability and resilience, a message of collective endurance. For Poilievre, Canada First is a declaration that the country’s sovereignty is paramount, that Canada must not be influenced by outside forces, and that the Canadian people must come first. Looking Ahead In the coming months, the battle between these two phrases – Canada First vs Canada Strong – will only intensify as each side crafts ads and messaging around their core slogan. But for now, Canadians are left to consider which of these messages resonates most with their own sense of identity and what they feel is at stake for the future of the country. As the political campaign heats up, it will be fascinating to see which vision for Canada captures the imagination of voters. Will it be the call for strength and unity in uncertain times or the insistence on putting Canada first at any cost? One thing is certain – this will be an election where the external world plays a far larger role in shaping voters’ decisions than the usual domestic concerns. Interested in staying updated with political marketing trends and insights in Canada? Don’t forget to check out our blog. Looking for some digital campaign advice from Canada’s leading political digital marketing agency? Get in touch! 

2025 Ontario Election Social Media blog

2025 Ontario Election Social Media: Spending Big and Targeting Smarter

Campaign Advertising Insights

In the 2025 Ontario provincial election, Premier Doug Ford’s Progressive Conservative Party secured a decisive victory, winning 80 out of 124 seats and capturing 43% of the popular vote. The election, notably held in winter, saw a 45.40% voter turnout, underscoring the significance of digital campaigning in reaching voters during less traditional election periods. Social media platforms, especially Meta (Facebook and Instagram), were flooded with ads from political parties trying to win voters’ attention. But how did the Ontario political parties spend their money, and what can we learn from their strategies? In this post, we’ll dive into the numbers, trends, and insights behind the social media ad spend during the Ontario election of 2025. The Breakdown of Social Media Ad Spending in the 2025 Ontario Election In total, $2.17 million was spent on Meta ads across the four main parties. Here’s how the budget stacked up: Ontario Liberals: $1,432,200 (66% of total spend) Ontario PCs: $305,500 Ontario NDP: $271,700 Ontario Greens: $161,900 As you can see, the Ontario Liberals were by far the biggest spenders, dedicating more than half of the total ad budget. This shows their commitment to social media as a key battleground in this election. The PC Party, on the other hand, spent considerably less but ramped up their spending toward the end of the campaign period. The NDP and Greens spent significantly less, focusing their efforts on particular areas rather than broad-based ad campaigns. The Power of Targeting: Smart Strategies vs. Spray-and-Pray When we look at the strategies behind these ad spends, it’s clear that targeting was the key to success. The Ontario Liberals and Ontario NDP showed more sophistication in how they used social media to reach their voters, especially in the areas where it mattered most. Ontario PCs: Broad Reach but Low Precision The Ontario PC Party spent a good portion of their budget early in the campaign but made a noticeable push in the second half. However, their approach seemed to follow a spray-and-pray strategy -casting a wide net across Ontario with less precise targeting. Given that they were the incumbents and voter turnout was expected to be low, their focus was noticeably on general brand awareness and consideration and less on persuasion. Ontario Liberals: Smart Investment in Key Areas In contrast, the Ontario Liberals spent the bulk of their funds more strategically. Instead of a broad approach, they honed in on specific areas and key postal codes where they had a strong chance of winning. By interest-based targeting and focusing on voters in regions with a history of Liberal support, they were able to better leverage their ad spend. While their efforts didn’t result in an overall victory, the Liberals did manage to increase their vote share and secure a few surprise seat pickups, demonstrating that their investments weren’t in vain. On the eve of Election Day, the Liberals dropped $172,000 on ads in a single day, trying to push their message to undecided voters in key ridings. This high-impact push shows just how vital digital advertising was in shaping the final stretch of the campaign. Ontario NDP: Maximizing ROI Through Efficient Spending The Ontario NDP, despite spending far less than both the Liberals and PCs, made the most out of their budget. Their strategy was more about efficiency and focusing on core ridings where they could see the best return on investment (ROI). With consistent spending spread throughout the campaign, they built a solid presence in the areas that mattered most, pushing key messages to their target audience in high-interest postal codes. Their strategic focus on a smaller number of ridings helped them outperform expectations, including winning nearly double the number of seats as the Ontario Liberals, despite spending a fraction of what the Liberals invested. Ontario Greens: Consistent and Targeted Ads The Green Party of Ontario took a similar approach to the NDP but with a slightly smaller budget. They invested in targeted, interest-based advertising to promote their message in areas where they had strong local support or hoped to make some gains (like Parry Sound Muskoka). While their overall ad spend was much lower, they maintained consistency, ensuring their ads reached the right people without overextending their budget. This is highlighted by the historic victories with grand margins that they received in Guelph and Kitchener Centre. Areas and Ridings Focused by Ontario Liberals and Ontario NDP During the 2025 Ontario election, both the Ontario Liberals and Ontario NDP strategically focused their digital ad spend on key ridings where they had the potential to make significant gains. The Ontario Liberals honed in on areas where they traditionally performed well or where there was a shift in voter sentiment, targeting suburban ridings and urban centres that were crucial for their seat count. Their messaging was tailored to appeal to urban voters and those in swing districts, making use of interest-based targeting in areas such as Toronto, Ottawa, and parts of the Greater Toronto Area (GTA).  The Ontario NDP, on the other hand, concentrated on strongholds in urban districts and select rural regions, where they had previously made gains. Their efforts were particularly focused in northern Ontario and Toronto ridings with a strong working-class base, leveraging their social and economic platform to resonate with voters who were impacted by issues like healthcare, education, and labour rights. Creative Strategy and Policy Focus Each party’s creative strategy and messaging in the 2025 Ontario election were uniquely tailored to appeal to their core voter base and address the prevailing political climate.  The Ontario Liberals focused heavily on healthcare, particularly their plans for mental health services, an issue that resonated deeply with voters who had concerns about the state of healthcare in Ontario. They also used attack ads targeting Premier Doug Ford, aiming to portray his leadership as ineffective, especially in the face of economic challenges. The Ontario PCs, in contrast, emphasized their narrative of protecting Ontario from the effects of external threats, such as Trump tariffs and the global economy. This messaging played

Next Campaign Tech Showcase 2025

Next Campaign Tech Showcase 2025: Shaping the Future of Political Campaigning

Industry News and Events

At EOK Consults, we are committed to pushing the boundaries of political marketing and campaign innovation. The Next Campaign Tech Showcase was a powerful reflection of this vision, bringing together campaign professionals, strategists, and technology experts to explore the latest advancements in digital political engagement. As a co-founder and presenting sponsor of Next Campaign, our team played an integral role in shaping this event. The tech showcase was built on the success of our first summit last year, providing a focused opportunity to explore campaign technology in greater detail. While the Next Campaign Summit brings together policy minds, advocacy groups, and big-picture ideas, this event placed technology at the forefront, demonstrating how campaigns can leverage cutting-edge solutions to win.  A Cutting-Edge Political Tech Experience With over 200 attendees joining us in person, the event featured more than 30 speakers and experts sharing their insights from the stage. In addition, we welcomed over 15 technology solution providers, each showcasing tools designed to transform modern campaigning.   From Door-Knocking to Data-Driven Campaigns The event highlighted how technology is reshaping voter outreach. While traditional grassroots tactics remain crucial, digital strategies have become indispensable. Sessions explored cutting-edge topics such as: AI in Political Advertising – Leveraging machine learning to optimize messaging and audience engagement. Digital Advertising & Data-Driven Targeting – Harnessing precision targeting for maximum impact. Social Media Trends & Best Practices – Navigating the evolving landscape of political communication. Strategies for the 2025 Federal Election – Preparing campaigns for the next big political showdown. Learnings from Recent Provincial Elections – Key takeaways from recent campaign successes and challenges. Engaging Diverse & Multicultural Audiences – Reaching voters in meaningful and culturally relevant ways.   Showcasing Innovation in Political Tech Attendees were able to engage with live demos of the latest campaign tech, including data analytics platforms, AI-driven ad tools, and voter engagement software. The showcase provided a hands-on look at the game-changing innovations defining the next election cycle.   Why This Matters for Political Campaigns In today’s fast-paced digital world, campaigns that fail to adapt risk falling behind. The Next Campaign Tech Showcase provided invaluable insights for campaign managers, political strategists, and digital marketers looking to stay ahead of the curve. The discussions and demonstrations reinforced that the future of political engagement is data-driven, AI-enhanced, and deeply digital.   Looking Ahead The whole idea behind Next Campaign is to be at the forefront of innovation and campaigning. It’s a platform where we bring together diverse ideas and technologies, enabling professionals to learn from each other and push the world of campaigning forward. With the federal election approaching, political campaigns must integrate the right mix of technology, strategy, and execution to be competitive. At EOK Consults, we remain at the forefront of this transformation, helping candidates and organizations leverage the most effective digital tools to connect with voters and drive results. We are proud to have built Next Campaign into a leading event where innovation meets political strategy. Stay tuned for more insights from the Next Campaign Tech Showcase, and check out the event photos below!  

Pierre Poilievre's YouTube channel

Unpacking Pierre Poilievre’s YouTube Success and the Liberals’ Digital Deficit

Social Media and Politics

Justin Trudeau’s resignation as Prime Minister and Liberal Party leader marks the end of an era in Canadian politics. While his departure opens the door to new leadership, it also leaves the Liberals at a crossroads. The next leader will face a daunting task: introducing themselves to millions of Canadians in a short period and rallying a fractured party for the 2025 election. Meanwhile, Pierre Poilievre and the Conservatives already have a powerful advantage: a dominant digital strategy centred on platforms like YouTube. This isn’t just about the Liberals finding a leader—it’s about catching up in a game the Conservatives have been winning for quite some time now. Why YouTube Matters in 2025?   YouTube’s importance in Canadian politics cannot be overstated. In a world where Meta’s ban on Canadian news has limited access to journalism on platforms like Facebook and Instagram, YouTube has emerged as the go-to space for unfiltered, direct communication. Canadians watch more YouTube than anyone else in the world, making it a critical platform for political engagement. Pierre Poilievre and his team recognized this early. Pierre Poilievre’s YouTube channel is a political powerhouse, with over 500,000 subscribers and more than 145 million views. In the last 30 days alone, his channel has garnered over 5 million views. Poilievre’s content strategy focuses on making complex issues accessible, using YouTube as a platform to amplify his narrative and mobilize his base. Whether or not the majority of viewers agree with his conclusions, his ability to connect with Canadians is undeniable. This digital grassroots approach has turned YouTube into more than a campaign tool for Poilievre—it’s a platform for shaping national conversations. His videos consistently attract millions of views, turning issues he prioritizes into topics of public debate. This level of influence presents a significant challenge for the Liberals’ incoming leader. The Liberals’ New Challenge For the Liberals, Trudeau’s departure adds urgency to their digital dilemma. The next leader will not only have to define themselves but also introduce their vision to a skeptical electorate in record time. Historically, the Liberals have relied on polished, top-down communication strategies. But in a digital-first world, where authenticity and relatability are prized, this approach risks falling flat. This contrast is most evident when comparing the parties’ presence on YouTube. Trudeau’s official channel has fewer than 40,000 subscribers and only about 2.5 million views—a fraction of Poilievre’s numbers. Before his resignation, the channel was attracting around 3,000 new followers monthly, compared to over 30,000 for Pierre Poilievre’s YouTube channel. While the Liberals have started to experiment with more relatable content, their efforts remain sporadic and lack the impact of Poilievre’s consistently strategic approach. The new leader will inherit a not-so-strong digital footprint that they will then have to expand and leverage. Digital Strategy: The Conservative Edge The Conservatives’ digital dominance extends beyond YouTube. According to Meta’s Ad Library, the CPC has consistently outspent the Liberals on social media advertising, often by staggering margins. In the fall of 2024, the Conservatives spent over $350,000 on Meta ads in a single month, while Liberal spending trailed far behind. This was on top of their record spending blitz in 2023. This disparity reflects not just a financial gap but also a strategic one. The Conservatives have embraced digital platforms as essential tools for voter outreach. Poilievre’s team has also mastered the art of creating shareable, engaging content that fosters a sense of community among supporters. His videos don’t just inform; they activate, encouraging viewers to participate in discussions and spread his message organically. https://www.youtube.com/watch?v=rnEj7WLsWbkhttps://youtu.be/vOB7-dbYuCc What’s Next? For the Liberals’ next leader, the stakes couldn’t be higher. The 2025 election will demand more than a charismatic presence or well-crafted policies—it will require a robust digital strategy that can compete with the Conservatives’ lead. The challenge is twofold: building a recognizable brand in record time and deploying a digital communication strategy that resonates with Canadians. This isn’t just about catching up to Pierre Poilievre’s YouTube numbers or outspending the Conservatives on Meta. It’s about understanding how to connect with voters in a fragmented media landscape where authenticity, accessibility, and engagement matter more than ever. As the Liberals navigate their post-Trudeau reality, they must confront a hard truth: their digital strategy is not just a weakness—it’s a liability. With Meta’s news ban shifting more Canadians to platforms like YouTube for information, the Liberals cannot afford to treat digital outreach as an afterthought. The 2025 election will test their ability to adapt to a rapidly changing political landscape. Pierre Poilievre and the Conservatives have shown what’s possible when digital tools are used effectively. For the Liberals, the path forward demands swift action, bold strategy, and a willingness to embrace digital innovation. One thing is clear: the road to Parliament Hill in 2025 starts online. The question is whether the Liberals can find their footing before it’s too late.

The 2024 Nova Scotia Election and Social Media: How Digital Campaigns Shaped the Results

The 2024 Nova Scotia Election and Social Media: How Digital Campaigns Shaped the Results

Campaign Advertising Insights

The 2024 Nova Scotia Election and Social Media strategies played an important role in this year’s political outcomes. Premier Tim Houston led the Progressive Conservatives (PC) to a strong re-election, securing 43 seats and almost 53% of the vote share. The New Democratic Party (NDP) won 9 seats with over 22% of the vote, while the Liberals trailed with just 2 seats and 23% of the vote. This post breaks down how each party used social media, especially Meta advertising, to reach voters and what lessons can be learned for future campaigns. 2024 Nova Scotia Election Results: PCs Dominate, NDP Gains, Liberals Falter The PCs increased their seat count to 40, reaffirming Tim Houston’s leadership. The NDP, led by Claudia Chender, made gains with 10 seats. The Liberals, led by Zach Churchill, struggled to maintain relevance, winning only 4 seats, including one elected and three leading. The voter turnout was 65%, consistent with previous elections, but digital campaigns clearly played a role in shaping voter engagement and decision-making. Social Media Ad Spending in the 2024 Nova Scotia Election Each party leveraged Meta advertising to varying degrees, reflecting their priorities and resources: Progressive Conservatives (PC): $20,500 New Democratic Party (NDP): $8,400 Nova Scotia Liberal Party: $18,500 Source: Meta Ad Library These investments highlight the differences in how the parties approached their digital strategies. How the Progressive Conservatives Used Social Media The PCs ran a variety of ad campaigns, including Get Out the Vote (GOTV) efforts for local candidates, contrast ads comparing their policies to the NDP’s, and videos promoting their achievements during Houston’s tenure. Key themes in their campaign included: Housing and affordability, addressing a critical voter concern. Healthcare improvements, with a focus on expanding access and reducing wait times. Showcasing economic successes under their leadership. By combining ads featuring local candidates with province-wide messaging, the PCs were able to connect with voters on both personal and broader levels. NDP’s Focus on Claudia Chender The NDP spent $8,400 on ads, centring much of their budget on promoting leader Claudia Chender to raise her profile. Their ads included both videos and graphics, emphasizing the party’s focus on healthcare and affordability while distinguishing themselves from the PCs and Liberals. Their strategy prioritized: Leadership branding, positioning Chender as a strong alternative. Highlighting platform differences, particularly on housing and social services. Supporting individual candidates in key ridings. Although the NDP made gains, their limited budget likely restricted their ability to reach more voters. Liberals’ Focus on Attack Ads The Liberals spent $18,500, targeting their ads on healthcare issues and attacking Tim Houston’s leadership. While these ads resonated with voters frustrated by healthcare wait times, the Liberals failed to offer a strong, positive narrative around their leader, Zach Churchill. Their campaign focused on: Criticizing the PCs’ record on healthcare. Raising awareness about waitlist challenges and system inefficiencies. However, the lack of consistent leader-centered messaging and solutions-focused ads left the party struggling to gain ground. Social Media Ads in the 2024 Nova Scotia Election The types of ads each party ran had a major impact on how they were perceived: PCs: A mix of policy-focused ads, GOTV efforts, and videos highlighting achievements. NDP: Leadership branding with Claudia Chender and content showcasing key platform differences. Liberals: Attack ads on PC governance paired with healthcare-focused graphics. Lessons from the 2024 Nova Scotia Election The 2024 Nova Scotia Election and Social Media campaigns reveal several takeaways about how digital strategies shape elections: Leadership Focus Works: The PCs and NDP both used leadership branding effectively. Houston’s proven record and Chender’s rising profile helped their respective parties connect with voters. Attack Ads Alone Aren’t Enough: The Liberals relied heavily on negative ads but didn’t present a clear vision or build Zach Churchill’s profile. This likely contributed to their poor performance. Budget Matters: While the NDP ran a strong campaign on a smaller budget, their limited reach showed the challenges smaller parties face in competing with larger ad spends. Conclusion: Social Media’s Growing Role in Canadian Elections The 2024 Nova Scotia Election and Social Media strategies highlight how digital advertising continues to shape political campaigns. Parties that use social media to balance leadership branding, positive messaging, and local engagement will likely perform better in future elections. As the digital age evolves, social media will remain a critical tool for political parties to engage voters, share their platforms, and influence outcomes. Whether through targeted ads or leader-focused content, the lessons from this election will guide campaigns in Nova Scotia and beyond. Ready to create a winning campaign? At EOK Consults, we specialize in crafting targeted social media strategies that deliver results. With our expertise in digital advertising, data-driven insights, and experience supporting successful campaigns, we can help you connect with voters and achieve your goals. 📩 Contact us today to start planning your next winning campaign!

Next campaign summit

Next Campaign Summit 2024: Paving the Future of Political Campaigning and Innovation

Industry News and Events

At EOK Consults, we take immense pride in driving innovation and success within the political marketing space, and the recent Next Campaign Summit 2024 is a testament to this vision. As the presenting sponsor, and with our owner & principal, Harneet Singh. as a co-founder of the event, we played an integral role in creating an unparalleled platform that brought together Canada’s top minds in political strategy, innovation, and technology. Held at the prestigious Hotel X in Toronto, the inaugural summit marked a significant milestone in modern political campaigning. The sold-out event attracted over 300 attendees, doubling the original target. From government officials to advocacy groups, campaign strategists, political vendors, and tech experts, the summit united a diverse group, fostering invaluable discussions on how technology and data are reshaping the future of campaigns in Canada and beyond. Key Highlights of the Next Campaign Summit 2024  The summit exceeded expectations with an influential lineup of over 35 expert speakers, including: Gerald Butts, Vice Chairman, Eurasia Group and former Principal Secretary to PM Justin Trudeau Nick Kouvalis, leading Conservative political strategist and consultant Zain Velji, Partner, Northweather, and Co-Director of Naheed Nenshi’s NDP Leadership Campaign Shachi Kurl, President, Angus Reid Institute Fred DeLorey, Partner, NorthStar Public Affairs, and National Campaign Manager, Conservative Party of Canada (2021 General Election) Anne McGrath, Principal Secretary to NDP Leader Jagmeet Singh and National Director of the NDP (2018-2024) Jeremy Broadhurst, National Campaign Director, Liberal Party of Canada Josh Matlow, Councillor, City of Toronto Mike Schreiner, Leader of the Green Party of Ontario and MPP for Guelph Dave Clark, Deputy Chief of Staff to Ontario’s Official Opposition Leader and Ontario NDP Campaign Director Jeff Ballingall, President, Mobilize Media Group and prominent Conservative digital strategist This diverse group of leaders engaged in thought-provoking discussions on the latest innovations in campaigning and the strategic role technology plays in advocacy efforts. Attendees were immersed in sessions that spanned critical areas like Online Advertising, Data-Driven Voter Targeting, AI in Politics, Modern Advocacy, and Social Media in Politics. Each session was designed to offer practical insights into the tools and methods that will shape the future of political campaigning. EOK Consults: Empowering the Future of Campaigning At EOK Consults, we specialize in geo-fenced social media advertising, digital analytics, and cutting-edge political strategy. As a digital and social media marketing agency for political campaigns, we supported the Next Campaign Summit not only as a founding sponsor but also as champions of innovative digital campaigning. We believe that the fusion of data-driven strategies and technology is the future, and we’ve built our services to help organizations and political campaigns succeed in this evolving landscape. Our efforts at the summit went beyond sponsorship—we helped shape discussions on topics like Precision Targeting and AI-driven campaigning. These sessions addressed the importance of modern tools in winning over Canadian voters, sparking important conversations about the ethical use of technology in political campaigning. Unmatched Networking and Collaboration One of the most notable achievements of the Next Campaign Summit was the opportunity for attendees to network with industry leaders, politicians, and technology experts. As a leading digital and social media marketing agency for political campaigns, EOK Consults played a key role in fostering these connections, which will continue to drive political innovation across Canada. The summit was not just a day of learning—it was an incubator for groundbreaking ideas and future partnerships.   A New Era of Political Discourse The Next Campaign Summit 2024 has set a new standard for political discourse in Canada by creating a non-partisan platform that bridges the gap between politics and technology. Our principal, Harneet Singh, envisioned a space where leaders from all sides could come together to discuss, debate, and innovate, and that vision became a reality. As we look ahead, we are already planning the next installment of the summit, building on the overwhelming success of this year’s event. At EOK Consults, we remain committed to empowering political campaigns and organizations with the tools and strategies needed to thrive in this new era of digital campaigning. Whether you’re a campaign looking to leverage cutting-edge digital strategies or an organization ready to amplify your advocacy efforts, EOK Consults is here to help. Connect with us today to learn how we can support your next campaign.

AI in Canadian Politics

AI Meets Politics: The Past and the Future of Canadian Political Campaigns

Political Digital Strategy

From data-driven voter targeting and social media analysis to AI-powered ad optimization and personalized messaging, AI is revolutionizing how political parties connect with voters. This blog highlights key use cases and examples of AI in Canadian politics, including its role in the Liberal and Conservative parties’ election strategies in recent federal elections. As a leading digital and social media marketing agency for political campaigns, we explore how AI influences campaign tactics, voter engagement, and election outcomes, offering a glimpse into the future of political campaigning in Canada. AI’s journey in Canadian politics began subtly, with early applications focused on data analytics and voter segmentation. During the 2015 federal election, the Liberal Party utilized advanced data analytics—an early form of AI—to micro-target potential supporters, laying the groundwork for AI’s future role in political strategy. Although these initial efforts were more about leveraging big data than AI as we know it today, they marked the beginning of a shift toward technology-driven campaigns. Over the years, Canadian political parties gradually embraced AI’s capabilities, experimenting with more sophisticated tools to analyze voter behaviour, optimize ad campaigns, and engage with citizens, setting the stage for AI’s growing influence in the political arena. Use of AI in Canadian Politics Canadian political campaigns have begun to use AI in various capacities, though the extent and specifics can vary depending on the party and the campaign. Here are some ways AI has been utilized: Data Analytics and Voter Targeting: AI can analyze large datasets to identify voter patterns, segment audiences, and target specific voter groups with personalized messaging. For example, AI tools can help campaigns understand which issues resonate most with certain demographics, enabling more effective voter outreach. Social Media Monitoring and Engagement: AI-driven tools are often used to monitor social media trends, track sentiment, and engage with voters. This can include everything from automated responses to certain keywords to more sophisticated analysis of social media conversations to gauge public opinion. Ad Campaign Optimization: AI is used to optimize digital advertising campaigns by predicting which types of ads will perform best with different audiences and adjusting spending in real-time to maximize impact. Chatbots and Virtual Assistants: Some campaigns have experimented with AI-powered chatbots to interact with voters online, answer questions, and provide information about policies or voting. Content Creation: While still in the early stages, AI has the potential to assist in generating content, such as drafting speeches, writing social media posts, or even creating ad copy based on predefined parameters and data insights. Predictive Analytics: AI can help in predicting election outcomes, voter turnout, and even potential voter behaviour, allowing campaigns to adjust strategies accordingly.   Examples of AI being used in Canadian Political Campaigns Here are a few notable examples where AI and advanced data analytics have been reported: Liberal Party’s Use of Data Analytics  In the 2015 federal election, the Liberal Party of Canada employed advanced data analytics, a precursor to AI, to target voters more effectively. They utilized tools like the Liberalist database, which helped them micro-target potential supporters. While this wasn’t AI per se, it laid the groundwork for the kind of voter targeting AI could enhance. Source: “Inside the Liberal War Room: Data Analytics, Targeting, and Technology” – Maclean’s, 2015. Conservative Party’s Voter Targeting with AI The Conservative Party has also been reported to use AI for voter targeting. In the 2019 federal election, they used AI-driven tools to analyze voter data and tailor their messaging more precisely to different demographic groups. This included the use of machine learning algorithms to predict voter behaviour and optimize outreach efforts. Source: The Role of Big Data in Canada’s 2019 Federal Election” – CBC News, 2019. AI in Political Ads During the 2019 and 2021 federal elections, there were reports of AI being used to optimize online ad campaigns. For example, the Liberal and Conservative parties both utilized AI to manage and adjust their ad spending in real-time, targeting ads more effectively based on performance data. Although specific tools and vendors were not always disclosed, platforms like Facebook and Google offer AI-driven ad optimization features that these campaigns likely leveraged. Source: “Digital Advertising and AI in Canadian Elections” – The Canadian Journal of Communication, 2020. AI-Powered Sentiment Analysis Some Canadian political campaigns have used AI to monitor social media sentiment. For instance, in the 2019 election, parties reportedly used AI tools to analyze public sentiment about candidates and issues across social media platforms, helping them to adjust their messaging and strategies in real-time. Source: “How AI Tools are Shaping Canadian Elections” – University of Toronto News, 2019. NDP’s Digital Strategy In the 2019 election, the NDP adopted a more data-driven approach, integrating AI and machine learning to better understand voter behaviour and preferences. They used these insights to guide their digital strategy, focusing on targeting key voter segments more effectively. While these examples illustrate the growing use of AI and data analytics in Canadian politics, the specific technologies and their applications are often kept confidential by the parties. However, the trend toward integrating AI into campaign strategies is evident and likely to become more pronounced in future elections. Source: “NDP Leveraging Data to Fight for Its Survival” – The Globe and Mail, 2019. Ethical and Other Concerns Related to AI in Political Campaigning While AI offers transformative potential for political campaigns, it also raises significant ethical concerns. Issues such as voter privacy, data security, and the potential for manipulation through targeted misinformation must be addressed. The use of AI in analyzing personal data and influencing voter behavior can lead to privacy infringements and ethical dilemmas around consent and transparency. Additionally, the risk of AI being used to spread false information or create echo chambers poses challenges for democratic integrity. This was a concern during the 2021 federal election when there were reports of misleading ads being disseminated through social media platforms. Importantly, AI-driven algorithms used for social media engagement can create echo chambers by showing users content that aligns with their existing beliefs. This phenomenon was

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