Campaign Advertising Insights

Federal Election Digital Advertising in Canada: What the 2025 Election Spending Tells Us

Federal Election Digital Advertising in Canada: What the 2025 Election Spending Tells Us

Campaign Advertising Insights, Industry News and Events

Digital advertising has become one of the most important forces in Canadian election campaigns. The 2025 federal election made that clearer than ever. While traditional campaign tools still matter — leaders’ tours, debates, media coverage, lawn signs, ground game, and local candidates — the money now tells a powerful story. Canada’s major political parties are spending millions of dollars on advertising, and a growing share of that communication happens through digital channels. The latest financial returns from the 2025 federal election, reported by Stuart Benson in The Hill Times, offer one of the clearest looks yet at how much Canada’s major parties spent, where advertising fit into their overall budgets, and what that tells us about the future of political communication. This blog focuses specifically on federal election digital advertising in Canada: how spending evolved, what the 2025 numbers reveal, and why money alone does not win elections. Federal Election Digital Advertising Canada: Why 2025 Was a Turning Point The 2025 federal election was not just an expensive campaign. It was a digital-first campaign. Parties were not simply buying television spots and sending direct mail. They were testing messages online, running rapid-response ads, targeting voters through social platforms, building audiences, and using digital channels to shape the daily political conversation. According to The Hill Times, the Conservatives reported nearly $98.9 million in total expenses in 2025, while the Liberals reported more than $61.7 million. The Bloc Québécois reported just over $5 million, and the Green Party reported just under $3.5 million. The NDP’s financial statements were not available at the time of publication. That means the four reporting parties spent nearly $169.7 million in 2025. However, the advertising numbers are especially important. The Conservatives spent $39.4 million on advertising over the year. The Liberals spent just over $21.6 million. During the writ period itself, the Conservatives spent $22.7 million on advertising, while the Liberals spent $21.3 million. In other words, both major parties made advertising a central part of their campaign. Yet the final result also showed something every campaign should remember: advertising can amplify a narrative, but it cannot always create one. How much did the Conservatives and Liberals spend on Advertising in 2025?  The headline number is striking. The Conservatives spent almost $99 million overall in 2025. Of that, $39.4 million went to advertising. The Liberals spent about $61.7 million overall. Of that, $21.6 million went to advertising. During the official election campaign, both parties spent heavily on ads. The Conservatives spent $22.7 million on election-period advertising. The Liberals spent $21.3 million. That means the two main national parties spent similar amounts on advertising during the writ period, even though the Conservatives spent far more across the full year. 2025 Federal Party Spending Snapshot Category Conservatives Liberals Total 2025 expenses $98.9M $61.7M Total annual advertising $39.4M $21.6M Writ-period advertising $22.7M $21.3M Estimated non-election advertising $16.7M ~$307K Election expenses $35.4M $34.2M Pre-Writ Campaigning Matters One of the most interesting findings from the 2025 spending data is what happened before the official campaign began. According to the financial returns reported by The Hill Times, the Conservatives spent more than $16.7 million on advertising outside the writ period. The Liberals spent just under $307,000 on advertising outside the writ period. That is a huge difference. It shows how much modern campaigns now depend on pre-writ communication. The official election period may only last several weeks, but the campaign to define leaders, issues, and opponents starts much earlier. This matters for federal campaigns. However, it also matters for provincial, municipal, and advocacy campaigns. By the time the writ drops, many voters have already formed impressions. They have seen ads, watched clips, read headlines, and absorbed a narrative. Therefore, campaigns that wait until the official campaign period to start communicating are often already behind. Pre-writ advertising allows parties to: define the opponent early introduce or reinforce a leader test messages before the campaign build audience pools collect first-party data establish narrative frames prepare supporters for donation and volunteer asks However, it also creates risk. If the message does not match the public mood, more spending can simply amplify the wrong story. How Much Did Parties Spend on Meta Ads? Financial returns give us the broad advertising categories, but platform-level data helps show how campaign activity played out online. During the 37-day writ period, Meta platforms saw more than $8 million in political ad spending, with the Liberals outspending the Conservatives by nearly $1 million on Facebook and Instagram ads. That matters because Meta remains one of the most important political advertising platforms in Canada. It gives campaigns reach, speed, targeting, video distribution, retargeting, and real-time creative testing. The spending patterns also show that digital advertising is not just about total budget. It is about timing and momentum. According to reporting from The Hill Times, in the week before the writ period — March 16 to 22, 2025 — the Conservatives spent more than $563,000 on Meta ads, compared to about $250,000 by the Liberals. Then, on March 23, the day the election officially began, the Liberals spent $118,922 on Facebook and Instagram advertising across their official party and leader accounts, while the Conservatives spent $8,354 across their official accounts. That one-day reversal is fascinating. It suggests that digital advertising is no longer just about who spends the most across a full year. Campaigns also need to understand when to surge, when to test, when to defend, and when to define the ballot question. For campaign teams, Meta spending should be reviewed through several lenses: total spend daily pacing creative volume audience targeting message themes engagement quality conversion goals opponent activity In 2025, Meta was not just another ad platform. It was a real-time campaign battlefield. Why More Advertising Did Not Automatically Mean Victory The 2025 election offers one of the clearest Canadian examples of a major campaign truth: Money helps. But money does not replace narrative. The Conservatives spent far more over the year. They raised record-breaking money. They invested heavily in

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municipal masterclass

Municipal Masterclass 2026: Everything You Need to Know

Campaign Advertising Insights, Industry News and Events, Political Digital Strategy

Municipal elections are approaching quickly across Canada. However, while many candidates focus on campaigning closer to election day, the reality is very different. In fact, the most successful campaigns are built months—sometimes years—in advance. That is exactly why the Municipal Masterclass exists. In this guide, we’ll break down everything you need to know about Municipal Masterclass 2026, including what it is, who it’s for, why it matters, and how you can get involved. What Is Municipal Masterclass 2026? Municipal Masterclass 2026 is a one-day, in-person conference designed specifically for municipal election candidates, campaign teams, and political professionals. Unlike traditional workshops that focus on governance or policy, this event is built around one clear objective: Helping you win your campaign through strategy, messaging, and execution Moreover, the event brings together experienced campaign strategists, elected officials, and digital experts who will share practical, real-world insights—not theory. You can learn more about the event here: municipalmasterclass.ca https://youtube.com/shorts/lrxJ9dxVWW0?feature=share Who Is Behind Municipal Masterclass? Municipal Masterclass is organized and hosted by EOK Consults, a full-service digital marketing agency specializing in political campaigns and advocacy. Over the years, EOK Consults has worked closely with candidates, organizations, and political teams to deliver: Digital strategy and planning Social media and advertising campaigns Website development Data-driven voter targeting Additionally, EOK has played a key role in the political campaign ecosystem, including involvement as a presenting sponsor for major industry events such as Next Campaign. As a result, Municipal Masterclass is not just another event—it is built on real campaign experience and proven strategies. Why Municipal Masterclass Matters Municipal elections are often underestimated. However, they are among the most competitive and complex political environments in Canada. On one hand, candidates face: Limited budgets Smaller teams Hyper-local voter dynamics On the other hand, voters are: More digitally engaged More informed More selective than ever Therefore, the margin for error is extremely small. That is precisely why preparation matters. In fact, most campaigns don’t fail because of effort—they fail because of a lack of strategy. Municipal Masterclass addresses this gap directly. What You’ll Learn at Municipal Masterclass Municipal Masterclass is built around one goal: giving you practical insights you can actually use in your campaign. Across keynotes, panel discussions, and hands-on workshops, you’ll learn how modern municipal campaigns are planned, executed, and won. Expect sessions covering: Campaign strategy and planning Social media and digital advertising Messaging and voter outreach Fundraising and resource management Grassroots organizing and ground game Data, polling, and campaign insights You’ll also hear directly from experienced mayors, strategists, and campaign professionals sharing what has worked in real campaigns—not theory. Beyond the sessions, the event brings together candidates, teams, and service providers in one space—allowing you to connect with the people, tools, and platforms that can support your campaign. By the end of the day, you won’t just have ideas—you’ll have a clearer path forward. Who Should Attend Municipal Masterclass? This event is designed for a wide range of participants. Specifically, it is ideal for: First-time municipal candidates Incumbents looking to strengthen their campaigns Campaign managers and staff Volunteers and political organizers Advocacy groups and community leaders Whether you are just starting or already experienced, the event provides value at every level. Why This Event Is Different There are many political events and workshops available. However, Municipal Masterclass stands out for several reasons. Practical, Not Theoretical Most importantly, the focus is on what actually works in campaigns—not academic theory. Therefore, every session is grounded in real-world experience. Built for Municipal Elections Unlike federal or provincial campaign training, this event is tailored specifically to municipal dynamics. As a result, the insights are directly applicable. Led by Industry Practitioners Additionally, speakers are practitioners who have personally led or worked on campaigns—not just observers. Consequently, you gain insights that are both relevant and actionable. Created by Campaign Experts Since EOK Consults is organizing the event, the content is shaped by professionals who actively work in political marketing. Therefore, the quality and relevance are significantly higher. Event Details Here’s what you need to know: Location: MississaugaFormat: One-day in-person eventTickets: Limited availability To view full details, agenda, and speakers, visit: municipalmasterclass.ca To secure your spot, go directly to the tickets page: municipalmasterclass.ca/tickets Why You Should Attend Municipal Masterclass 2026 At this stage, you might be wondering: is it worth attending? The short answer is yes—and here’s why. Gain a Competitive Edge Municipal elections are highly competitive. However, most candidates lack structured training. Therefore, attending Municipal Masterclass gives you an immediate advantage. Learn What Actually Works Instead of trial and error, you’ll learn proven strategies. As a result, you can avoid common mistakes and accelerate your campaign effectiveness. Build Valuable Connections In addition to learning, the event provides networking opportunities. Consequently, you can connect with: Other candidates Campaign professionals Industry experts These relationships can be invaluable during your campaign. Prepare Early—and Win Finally, and most importantly, preparation is everything. Since Municipal Masterclass focuses on early-stage strategy, you’ll be ready long before your competitors. Final Thoughts Municipal elections are evolving. Voters are more engaged, campaigns are more complex, and digital strategy is more important than ever. Therefore, candidates and teams who invest in preparation will have a clear advantage. Municipal Masterclass 2026 is designed to provide that advantage. By combining strategy, messaging, digital expertise, and execution, the event offers a complete playbook for modern municipal campaigns. If you are serious about running—or winning—your campaign, this is an opportunity you should not miss. Learn more: municipalmasterclass.caGet tickets: municipalmasterclass.ca/tickets

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political marketing agency

Political Marketing Agency: How These Firms Win Modern Elections

Campaign Advertising Insights, Political Digital Strategy

A political marketing agency is no longer a peripheral consultant brought in to “run some ads.” In modern Canadian elections, it is often the operational backbone of persuasion, voter targeting, compliance management, and digital strategy. Campaigns today operate inside a complex environment: Strict regulatory oversight Transparent digital ad archives Data privacy constraints Hyper-local electoral math Short attention cycles Fragmented media consumption At the same time, margins are narrowing. In recent provincial and municipal races across Ontario, competitive ridings have been decided by fewer than 2,000 votes. In low-turnout municipal contests, turnout increases of even 3–5% among targeted segments can determine the outcome. Understanding what a political marketing agency does — and how these firms build a political campaign marketing strategy that translates into votes — is essential for candidates, campaign managers, advocacy leaders, and political staff. This guide explains how a modern political marketing agency operates, how it integrates compliance with persuasion, and why professionalized campaign infrastructure increasingly determines electoral success in Canada. What Is a Political Marketing Agency? A political marketing agency is a specialized firm that designs, executes, and optimizes election and advocacy campaigns using data, communications strategy, digital advertising, and regulatory expertise. Unlike traditional advertising agencies, political firms operate within a regulated democratic framework. In Canada, campaign activity is governed federally by Elections Canada and provincially by bodies such as Elections Ontario. This regulatory context shapes: Advertising disclosures Spending caps Reporting timelines Blackout periods Third-party advertising rules A serious political marketing firm must therefore combine communications strategy with compliance fluency, media agility, and voter data analytics. As Singh noted during the panel, campaigns increasingly succeed or fail based on whether digital is treated as a core strategic function, or merely a distribution channel for content created elsewhere. Megan Buttle echoed this shift, highlighting how serious campaigns are now integrating research, data, creative, and media buying into a single, coherent digital strategy. Digital is no longer a subset of communications. It’s a discipline in its own right, one that demands speed, testing, and alignment across paid, owned, and earned channels. What Does a Political Marketing Agency Do? To answer the core question — what does a political marketing agency do? — it’s important to understand that these firms are not single-function vendors. They do not simply design logos, place ads, or manage social media accounts. Rather, a modern political marketing agency operates as a campaign’s strategic nerve centre, integrating data, persuasion, compliance, and operational execution under one coordinated framework. Elections are compressed decision-making environments. Every message, dollar, and voter contact must align with a measurable objective: persuasion, mobilization, fundraising, or narrative control. The work of a political marketing agency therefore spans multiple disciplines that must function in coordination, not isolation. Core Domains Inside a Political Marketing Agency Electoral analysis and strategic planningInterpreting historical results, demographic shifts, turnout data, and competitive landscapes to build the numerical path to victory. Message development and narrative constructionDefining the ballot question, shaping candidate positioning, constructing contrast frameworks, and ensuring message discipline across platforms. Digital advertising and media buyingPlanning, executing, and optimizing paid media campaigns across platforms such as Meta and Google, while integrating compliance safeguards. Voter data modelling and segmentationBuilding turnout scores, persuasion models, and targeting frameworks that guide resource allocation. Content production and social media managementDeveloping platform-specific creative, short-form video strategy, leader voice alignment, and audience engagement systems. Crisis communications and rapid responseEstablishing war-room protocols, monitoring narratives in real time, and deploying disciplined counter-messaging. Compliance oversight and reporting integrationEnsuring advertising disclosures, spending caps, and reporting obligations align with federal and provincial regulations is critical.  How a Political Marketing Agency Integrates Strategy, Data, and Compliance These domains are interdependent: data informs messaging, messaging informs creative, creative informs performance, and performance guides budget allocation, with compliance woven throughout. Each function influences voter behaviour. Strategic targeting increases turnout among supporters, message clarity reduces late-stage vote drift, and optimized digital creative lowers persuasion costs. Rapid response prevents damaging narratives from consolidating. When executed cohesively, these domains transform a campaign from reactive and fragmented into disciplined, outcome-focused operations — often the key difference between competitive campaigns and winning ones. The Foundation: Electoral Math and Strategic Architecture Every political campaign marketing strategy begins with arithmetic. Before messaging or creative decisions are made, a political marketing agency assesses: Historical vote share Turnout patterns Poll-by-poll performance Demographic shifts Margin of victory or defeat Competitive landscape For example, if a candidate lost a riding by 1,750 votes in the previous election, strategy must answer: Are those votes realistically persuadable? Can turnout among identified supporters increase? Is demographic change altering the electoral map? Winning campaigns are built backward from numeric targets. Vote Path Modelling by a Political Marketing Agency Agencies construct: Persuasion targets Turnout lift goals Regional performance thresholds Opposition vote suppression risk analysis This modelling determines budget allocation and targeting intensity. Building the Political Campaign Marketing Strategy Once the electoral math is clear, the next step is translating insights into a cohesive campaign strategy. A disciplined political campaign marketing strategy integrates data, voter psychology, messaging, and resource allocation into a structured operational plan. Too often, campaigns mistake activity for strategy — posting frequently, launching ads, or issuing press releases without a defined path to victory. A professional strategy answers critical questions before execution begins: Where do the required votes come from? Which voters are movable — and which are not? What issues actually influence behaviour in this specific riding or region? How should limited resources be allocated across persuasion, turnout, and fundraising? What narrative frame will guide all communication over the course of the campaign? At its core, a disciplined political campaign marketing strategy integrates: Research and electoral analysis Voter segmentation Channel and budget planning Message architecture Measurement and optimization systems Each pillar reinforces the others. Without segmentation, media buying becomes inefficient. Without narrative clarity, creative performance declines. Without measurement, optimization stalls. 1. Audience Segmentation Within a Political Marketing Agency Not all voters require equal resources. Segments commonly include: Core base voters Lean supporters Persuadable swing voters Low-propensity supporters Opposition

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political digital advertising

Political Digital Advertising: Key Insights from The Ad Wars Panel at Next Campaign Summit 2026

Campaign Advertising Insights, Industry News and Events, Political Digital Strategy

Political digital advertising has become the backbone of modern political and advocacy campaigns; but as spending increases and tools evolve, the real question in 2026 isn’t where to advertise. It’s how. That tension, between innovation and fundamentals, was at the heart of “The Ad Wars: Digital Advertising in 2026,” a featured panel at the Next Campaign Summit 2026, moderated by Harneet Singh, Managing Principal at EOK Consults and one of the founders of the event. Harneet Singh is a veteran of 100+ political and advocacy campaigns across Canada and has advised senior Cabinet ministers, Members of Parliament, provincial representatives, municipal leaders, and national advocacy organizations.  The panel brought together three of Canada’s most experienced political and advocacy advertisers: Megan Buttle, President, Data, Digital & Design at Earnscliffe Strategies Nat Wilson, CEO of Point Blank and strategist for labour and progressive campaigns Dennis Matthews, President of Creative Currency and former advertising manager for Prime Minister Stephen Harper Together, they offered a candid look at what is shaping political digital advertising in 2026, and what campaigns need to rethink fast. From Megaphone to Strategy: The Real Shift in Political Digital Advertising A recurring theme across the discussion was that the biggest change in recent election cycles hasn’t been platforms or tools: it’s mindset. As Singh noted during the panel, campaigns increasingly succeed or fail based on whether digital is treated as a core strategic function, or merely a distribution channel for content created elsewhere. Megan Buttle echoed this shift, highlighting how serious campaigns are now integrating research, data, creative, and media buying into a single, coherent digital strategy. Digital is no longer a subset of communications. It’s a discipline in its own right, one that demands speed, testing, and alignment across paid, owned, and earned channels. Platform Strategy in 2026: One Size Does Not Fit All One of the most practical insights came from Dennis Matthews, who emphasized that campaigns still underestimate how differently content performs across platforms. A common mistake, he noted, is assuming that once an ad has been produced and paid for, it should be used everywhere. In reality: A landscape video built for YouTube rarely performs the same way on Instagram TikTok requires pacing, tone, and authenticity that Meta does not Connected TV (CTV) rewards clarity and emotional resonance, not rapid-fire messaging Effective political digital advertising in 2026 requires platform-specific creative, not just resized assets. Each channel has its own audience expectations, formats, and behavioural cues; campaigns that ignore those differences waste both attention and budget. Authenticity Still Wins, Especially for Advocacy and Labour Campaigns Nat Wilson brought the conversation back to a principle that consistently proves true in both electoral and advocacy work: authenticity matters more than polish. In her experience running high-impact labour, progressive, and issue-based campaigns, the most effective digital ads are often the ones that are unapologetically clear about who they are and what they stand for. Rather than smoothing out edges or trying to appeal to everyone, successful campaigns: Lead with values Speak in a human voice Embrace their identity and audience In a crowded digital environment, clarity cuts through. Authenticity isn’t just a tone choice, it’s a strategic advantage. AI in Political Digital Advertising: Accelerate Strategy, Don’t Replace Judgment Artificial intelligence was a major focus of the discussion, but the panelists offered a notably grounded perspective. Megan Buttle highlighted AI’s growing role in ad variation, testing, and speed, particularly when paired with strong research and audience insights. Nat Wilson added an important distinction: while her team uses AI for efficiency and workflow, they intentionally do not rely on AI for creative assets. Emotion, judgment, and cultural understanding, she argued, still require human leadership — especially in political and advocacy advertising, where trust and tone are fragile. Dennis Matthews reinforced this caution, noting that while AI can enhance execution, campaigns must remain vigilant about message flattening and unintended risk. The consensus was clear: AI works best when it accelerates good strategy, not when it replaces it. First-Party Data and the Trust Equation in Political Digital Advertising Across the panel, there was strong agreement that first-party data is now one of the most valuable assets a campaign can own. Email lists, SMS subscribers, website traffic, and engaged social followers allow campaigns to: Segment audiences more precisely Deliver relevant, timely messaging Reduce reliance on broad, inefficient ad buys But with that power comes responsibility. Trust, as multiple panellists emphasized, is fragile. Consistency of narrative, frequency of presence, and alignment across paid, earned, and owned channels matter more than ever. Campaigns must assume that everything is public, searchable, and shareable, and be prepared to respond and correct misinformation quickly. Storytelling in 2026: Human Still Beats Perfect When the conversation turned to storytelling, the panel agreed on a key point: the best-performing digital ads are often not the most technically sophisticated. As Singh noted from EOK’s experience running campaigns across multiple provinces, some of the strongest results came from: Real voices Imperfect footage Clear stakes and values Megan Buttle reinforced that research-informed storytelling, grounded in audience insight, remains essential, regardless of platform or format. Technology may evolve, but persuasion is still human. Final Takeaways for Political Digital Advertising in 2026 As Canada heads into a busy cycle with municipal elections across multiple provinces and the possibility of future federal contests, the panel’s insights point to a clear set of priorities: Treat digital as strategy, not just amplification Build platform-specific creative, not generic content Use AI to enhance speed and testing, rather than replace human judgment Invest early in first-party data and trust Lead with authenticity and clarity Political digital advertising in 2026 is more complex, more powerful, and more consequential than ever. Campaigns that get digital advertising right will shape the conversation. Those who don’t will struggle to be heard. “The Ad Wars: Digital Advertising in 2026” was presented at the Next Campaign Summit 2026, bringing together campaign professionals, advocates, non-profits, and public-sector leaders from across Canada to examine what’s next in campaigning and advocacy.

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2026 Ontario Municipal Election

2026 Ontario Municipal Election: The Ultimate Guide to Campaigning, Voter Outreach & Social Media Success

Campaign Advertising Insights, Political Digital Strategy, Social Media and Politics

The 2026 Ontario Municipal Election, scheduled for Monday, October 26, 2026, will be one of the largest democratic events in Canada. With 444 municipalities, thousands of candidates, and millions of eligible voters, it’s a political moment that will shape the future of Ontario’s communities for years to come. For candidates running for Mayor, Regional Chair, Councillor, or School Board Trustee, the stakes are high. Campaigns are shorter, resources are tighter, and the electorate is more diverse and digitally connected than ever before. While traditional tools like lawn signs, flyers, and door-to-door canvassing still matter, the deciding factor in 2026 will be digital strategy — particularly social media, targeted advertising, and precision voter outreach. This guide covers everything you need to know to compete and win in the 2026 Ontario municipal elections — from rules and compliance to proven digital strategies that have delivered historic victories across Ontario. Key Dates and Rules for the 2026 Ontario Municipal Election Election Day: Monday, October 26, 2026 Nomination Period: Expected to open May 1, 2026 and close August 30, 2026 at 2 p.m. Voting Method: First-past-the-post (FPTP), single-member wards or at-large depending on the municipality Candidate Eligibility: Canadian citizen At least 18 years of age Live, own property, or be the spouse of a property owner in the municipality Not disqualified under the Municipal Elections Act Unlike federal and provincial elections, municipal campaigns operate under local clerks’ oversight, not Elections Ontario. This means rules and spending limits vary depending on the municipality. For example, in the 2018 Toronto Mayoral Election, the spending limit for a mayoral candidate exceeded $1.3 million, reflecting the city’s size and scale. By contrast, in smaller municipalities, limits can be under $20,000. Lesson for candidates: Your digital strategy should be tailored to your ward, municipality, and available budget. The High Stakes of Ontario’s Mayoral Campaigns Ontario’s municipal races — particularly for mayor in major cities like Toronto, Brampton, Mississauga, and Ottawa — are increasingly high-profile and high-cost. In the 2023 Toronto Mayoral By-Election, over 100 candidates registered. Leading campaigns spent millions on advertising, outreach, and GOTV (get out the vote) operations. In Brampton, mayoral campaigns have consistently involved six- and seven-figure budgets, with digital advertising now accounting for a growing share. Smaller municipalities like Richmond Hill, Vaughan, and Pickering have also seen increasingly competitive races, where digital campaigns have tipped the balance in tight contests. This trend matters because 2026 will see even more competitive mayoral races, as incumbents face challengers and voter expectations rise. Why Social Media & Digital Advertising Will Decide 2026 Ontario Municipal Election Ontario’s population is among the most digitally connected in North America: Over 90% of Ontarians use the internet daily (Statistics Canada). 80%+ of voters use social media, with Facebook, Instagram, TikTok, and YouTube leading usage. Ontario is one of the most culturally diverse regions in the world, home to communities speaking hundreds of languages. That means a candidate who invests wisely in digital can outperform larger campaigns, reaching specific demographics — youth, newcomers, homeowners, renters, cultural groups — with precision that traditional methods can’t match. Traditional door-knocking will always matter. But in 2026, voters will make decisions online before they ever meet a candidate in person. Social Media Best Practices for 2026 Ontario Municipal Election Candidates 1. Facebook & Instagram Still the most powerful platforms for reaching voters across all age groups. Run localized ads targeting your ward/municipality. Use carousel ads to showcase policy priorities. Post community-focused updates with photos/videos from local events. 2. TikTok The fastest-growing platform, especially for young voters. Short, authentic videos highlighting your campaign message. Engage with trending audio while keeping it professional. Showcase personality — voters connect with candidates who feel real. 3. YouTube & Google Ads Pre-roll ads reach voters before videos. Google search ads capture voters researching candidates, voting rules, or issues. 4. LinkedIn & X (Twitter) Great for thought leadership, engaging professionals, journalists, and community leaders. Use for endorsements, policy rollouts, and credibility. Pro tip: Content must be consistent, authentic, and community-driven. The most successful municipal candidates position themselves not as “politicians” but as neighbors and community champions. Compliance: Municipal Election Advertising Rules in Ontario Every candidate must comply with the Municipal Elections Act. Key rules: Spending limits vary by office and municipality. Always check with the municipal clerk. Third-party advertisers must register if they plan to spend money promoting or opposing a candidate. Digital ads must include disclaimers, identifying who paid for them. Contributions: Only individuals who are Ontario residents can donate. Corporations and unions are prohibited. For details, see Ontario Ministry of Municipal Affairs and Housing – Municipal Elections. Trends Shaping the 2026 Ontario Municipal Election AI-Powered Targeting – Campaigns are increasingly using AI tools to segment voters and deliver hyper-targeted messages. Multicultural Outreach – Ontario’s diversity means in-language advertising (Punjabi, Mandarin, Tamil, Italian, etc.) will be a game-changer. Programmatic & CTV Ads – Connected TV and digital streaming ads will be used by larger campaigns to replicate broadcast reach with precision. Youth Engagement – TikTok, Instagram Reels, and YouTube Shorts will play a major role in mobilizing young first-time voters. Data-Driven GOTV – Voter mobilization will rely on SMS, WhatsApp, and email reminders. EOK’s Proven Track Record in Municipal Campaigns At EOK Consults, we’ve built a reputation for delivering results in municipal elections across Canada — from Ontario’s largest cities to Atlantic Canada and the Prairies. We’ve had the privilege of working with a large number of councillors, regional councillors, and Mayors — including high-profile mayoral campaigns across the GTA, including Toronto, Brampton, and other municipalities where digital strategy became a decisive factor in victory. In St. John’s, Newfoundland, we helped power a historic win — Kate Cadigan’s election as Councillor-at-Large, where she earned 16,577 votes, the highest of any candidate, even surpassing the Mayor-elect. That campaign demonstrated how a well-executed digital strategy can redefine what’s possible in local elections. Our impact has also been recognized nationally. CBC News recently featured EOK in its coverage of Alberta’s municipal election, highlighting how

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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

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Lethbridge-West By-Election

Lethbridge By-Election: Analyzing the Alberta NDP’s Social Media & Digital Strategy Success

Campaign Advertising Insights

The Alberta NDP’s decisive win in the Lethbridge-West by-election, with Rob Miyashiro securing 56.3% of the vote, offers valuable insights into modern political campaigning. While grassroots efforts played a role, this victory highlights the growing importance of strategic digital marketing in driving electoral outcomes. Results Overview The by-election results reveal a significant lead for the Alberta NDP: Rob Miyashiro (NDP): 56.3% of the vote John Middleton-Hope (UCP): 37.2% of the vote Layton Veverka (Alberta Party): 3.7% of the vote This outcome underscores how targeted campaign strategies can make a measurable difference in voter engagement and support. A Comparative Look at Meta Ad Spend An analysis of Meta ad spending during the campaign shows a stark contrast in approaches: The Alberta NDP’s significant investment in digital advertising, utilizing both the party’s official channels and Rob Miyashiro’s profile, provided a clear advantage in reaching and persuading voters. Key Elements of the NDP’s Digital Strategy 1. Emphasis on Video Ads The Alberta NDP’s use of video content stood out for effectively conveying key messages. Video ads often drive higher engagement rates on social media, allowing campaigns to connect emotionally with audiences. 2. Compelling Signup Campaigns The party’s calls to action encouraged voter participation and volunteer signups, mobilizing supporters and strengthening their ground game. 3. Dual Branding Approach By integrating the reach of the Alberta NDP’s official account with Rob Miyashiro’s brand, the campaign ensured consistent messaging. This synergy enhanced both visibility and voter trust. The Link Between Ad Spend and Outcomes The correlation between ad spend and vote share is evident. Rob Miyashiro’s campaign not only outspent competitors but also demonstrated the impact of a well-funded and targeted digital presence. In contrast, the UCP and Alberta Party’s limited digital investments highlight missed opportunities to engage with constituents in Lethbridge-West. Lessons for Future Campaigns The Lethbridge-West by-election underscores several key takeaways for political campaigns: Invest in Digital Platforms: A robust digital presence is essential for effective voter outreach and persuasion. Focus on Video Content: High-quality videos resonate with audiences, fostering connection and authenticity. Align Party and Candidate Branding: Consistent messaging across platforms enhances overall campaign effectiveness. Conclusion The Alberta NDP’s success in Lethbridge-West exemplifies the pivotal role of digital strategies in modern elections. For political parties and candidates, the integration of targeted ads, engaging content, and cohesive branding is no longer optional but a fundamental component of electoral success. As campaigns evolve, digital marketing will remain a cornerstone of political strategy, offering lessons that extend beyond this by-election. Get in touch Campaigns looking to enhance their digital presence and craft a winning strategy can connect with EOK Consults. Our expertise in political digital marketing ensures you’re equipped to engage voters effectively and achieve success.

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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!

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