Political Digital Strategy

The Most Comprehensive Guide to Political Advertising Agencies in Canada (2025 Edition)

The Most Comprehensive Guide to Political Advertising Agencies in Canada (2025 Edition)

Political Digital Strategy

Political advertising agencies have become essential players in Canadian elections. Campaigns that once relied on door-knocking, lawn signs, and phone banks now dedicate significant resources to digital ads, creative content, and data-driven targeting. Since then, things have only intensified. Today’s political campaigns use everything from email funnels and geo-targeted digital ads to influencer outreach and AI-powered voter segmentation. The impact shows up in the budgets. In 2021, parties spent over $60 million on political advertising and marketing. And in 2025, digital-ad spending broke all records with over $1 million being spent by the leading political parties every week on just Meta ads. Ontario’s 2025 provincial election alone saw over $50 million spent by parties and third-party advertisers, much of it directed at digital outreach. For candidates, parties, and advocacy groups, the question is no longer “Should we advertise?” but “Who should run our advertising?” That’s where political advertising agencies come in. This guide will break down what these agencies do, how Canadian rules shape the industry, which trends define 2025, and who the leading players are today. What Are Political Advertising Agencies? Political advertising agencies specialize in planning, creating, and executing advertising campaigns for political candidates, parties, and third-party groups. Unlike traditional ad firms, they work within the unique world of elections—tight deadlines, strict regulations, and enormous public scrutiny. Their work spans strategy, creative production, media buying, and compliance. A political advertising agency must be equal parts storyteller, strategist, and regulator. Key responsibilities include: Message Development – Translating campaign platforms into compelling, easy-to-understand advertising. Ad Creative – Producing digital ads, television spots, radio scripts, print materials, and more. Media Buying – Purchasing space on platforms like Meta, YouTube, and Connected TV (CTV). Targeting – Using data to reach voters by age, geography, language, or issue interest. Compliance – Ensuring ads follow Elections Canada’s and other regulatory guidelines. Unlike commercial marketing, where the end goal is usually a sale, political advertising agencies are focused on influence, trust, and voter turnout. Why Hire a Political Advertising Agency? Running effective ads is not as simple as boosting a Facebook post. Campaigns operate under immense time pressure. Every dollar matters, and mistakes can be costly. Here’s why campaigns turn to political ad agencies: Strategic Insight – Agencies know when and where to advertise for maximum effect. Professional Creative – Ads are polished, persuasive, and aligned with the campaign’s brand. Advanced Targeting – Agencies leverage AI and platform data to reach the right voters. Budget Efficiency – Agencies prevent wasted ad spend by optimizing placements. Legal Compliance – Campaigns avoid fines and reputational risk by staying within Canadian advertising laws. For candidates in competitive ridings, this expertise can mean the difference between winning and losing. Interested in learning how to choose a political digital marketing agency in Canada? Check out our guide. Political Advertising in the Canadian Context Federal and Provincial Rules Canada has a well-regulated political advertising environment. Agencies must work within a framework that covers spending limits, third-party rules, and transparency requirements. Elections Canada oversees federal election advertising. All ads must include a tagline identifying the sponsor. Spending Limits apply to parties and candidates during the official campaign period. Third-Party Rules restrict unions, corporations, and advocacy groups from overspending or hiding funding sources. Provincial Laws vary – Ontario, British Columbia, and Quebec all have their own advertising regulations and reporting standards. Transparency in Digital Ads Platforms like Meta maintain searchable ad libraries. The Meta Ad Library shows every active political or issue ad in Canada, including who paid for it and how much was spent. This level of transparency makes compliance critical. Political ad agencies must keep detailed records and report spending accurately. Learn more about digital marketing in political campaigns in Canada here. What Political Marketing Looks Like in 2025 The Canadian ad landscape has shifted dramatically in recent years. In 2025, several trends define political advertising. Digital-First Strategy Is No Longer Optional With over 90% of Canadians online and nearly 30 million active social media users, digital channels dominate election strategies. Campaigns can’t rely on TV alone; they must meet voters where they spend their time – on phones, tablets, and connected devices. Platforms That Matter Most Meta (Facebook & Instagram): Still the largest reach, especially for older demographics. YouTube: Strong for long-form storytelling, debates, and ads tied to issue-based content. CTV (Connected TV): Political campaigns now run ads on streaming platforms, targeting audiences by postal code and interest. TikTok: Explosive growth among younger voters. Parties are experimenting with short-form, influencer-led political content. The Rise of AI and Automation in Campaigns Artificial intelligence now plays a role in ad placement, personalization, and voter segmentation. Agencies use AI to optimize ad delivery and predict which messages resonate with which audiences. This automation allows campaigns to act quickly—testing dozens of ad variations in real time and scaling up what works. Canada-Specific Tactics and Trends Canada’s diversity demands multilingual and multicultural advertising. Successful campaigns run ads in English, French, Punjabi, Mandarin, and more. Regional targeting also matters. Housing affordability resonates in Vancouver and Toronto, while energy jobs dominate Alberta campaigns. Agencies tailor messages to reflect these local priorities. Learn more about the role of social media in shaping Canadian political campaigns here. Common Questions About Political Advertising Agencies Is Marketing Appropriate for Political Candidates? Yes, but it must be done ethically. Voters expect transparency and authenticity. Agencies that over-promise or spread misinformation risk backlash. Transparency is key. Disclosing who paid for ads builds trust. Running honest campaigns helps candidates connect with voters without undermining democracy. How Does Social Media Help Politicians? Social media provides direct access to millions of Canadians. It lets candidates bypass traditional media and engage in real time. Politicians use it to: Announce policies Respond to criticism Share behind-the-scenes content Mobilize supporters The result is more engagement, more donations, and stronger name recognition. What Does a Political Advertising Agency Do? Political ad agencies differ from general marketing firms. They handle strategy, message testing, ad creation, and voter outreach within strict timelines. They

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The Ultimate Guide to Political Marketing & Advertising Agencies in Canada (2025 Edition)

The Ultimate Guide to Political Marketing & Advertising Agencies in Canada (2025 Edition)

Political Digital Strategy

Running a winning campaign today means partnering with the right political marketing and advertising agencies in Canada. It takes more than knocking on doors and handing out flyers. From targeted social media ads to carefully crafted slogans, political marketing and advertising have become central to winning elections in Canada. Behind the scenes, many specialized agencies are helping candidates reach the right voters with the right message — and doing it across TV, digital, print, and everything in between. In 2025, the landscape is more complex than ever. Campaigns are shorter. Voter attention spans are even shorter. Digital ad spending by political parties and candidates is hitting record highs. With strict advertising rules, rising costs, and new platforms to navigate, choosing the right political marketing partner can make or break your campaign. This guide breaks it all down. Whether you’re running federally, provincially, or municipally, you’ll find the top political marketing and advertising agencies in Canada listed here, along with how to choose the right one for your needs. We’ll also explain how EOK Consults stands out in this space and why more candidates are turning to focused, digital-first firms over generalist or lobbying-heavy agencies. What is a Political Marketing Agency?  At its core, a political marketing agency helps candidates and parties connect with voters. These agencies craft your message, design your campaign materials, and build your public image, both online and offline. They understand what voters care about and how to reach them. A political marketing agency focuses on the big picture: strategy, branding, voter research, digital presence, and outreach. Think slogans, website design, persuasive videos, direct mail, and coordinated messaging across platforms. A political advertising agency, on the other hand, is often more focused on the actual placement and delivery of ads. That includes buying space on TV, running YouTube pre-rolls, placing Facebook and Instagram ads, and managing digital budgets. Many firms today, especially political digital marketing agencies, do both. Services You Can Expect: Campaign strategy and voter targeting Branding, messaging, and content creation Social media and video ads Voter data analysis and audience segmentation Graphic design and print materials Get-Out-The-Vote (GOTV) campaigns Media buying and ad tracking Some agencies offer all of the above. Others specialize in one or two areas. The best fit depends on your budget, timeline, and what kind of race you’re running. Political Marketing vs Political Advertising – What’s the Difference? The terms “marketing” and “advertising” are often used interchangeably, but in politics, they mean slightly different things. Political marketing is the broader umbrella. It includes everything that shapes how voters see you – from your message to your logo, from lawn signs to your online videos. It’s about positioning, strategy, and storytelling. Political advertising, by contrast, is about distribution. It’s the paid promotion of your message through platforms like Meta (Facebook/Instagram), YouTube, Google Search, TV, and more. You can’t have effective advertising without strong marketing, and vice versa. Here’s a quick breakdown: Political Marketing Political Advertising Strategy & branding Ad placements & targeting Slogans & messaging Media buying (TV, Meta, YouTube) Website & social content Budget optimization Voter research & segmentation Performance tracking & reporting GOTV planning Platform compliance In 2025, most serious campaigns work with a political digital marketing agency – one that can blend strategy with paid media execution. Whether you’re hiring a full-service political ad agency or building a small team, knowing the difference between marketing and advertising can help you choose partners who actually move the needle. Top 10 Political Marketing and Advertising Agencies in Canada Canada’s political communications landscape is evolving fast – and so is the roster of agencies shaping its future. This list of political marketing and advertising agencies in Canada highlights ten notable players in the space. Our methodology considers digital presence, campaign specialization, client roster, media coverage, and the agency’s thought leadership. We’ve prioritized agencies with a demonstrated focus on Canadian elections and public campaigns, not just corporate or lobbying work. This list will be updated regularly as new frontrunners emerge and the field continues to evolve. #1. EOK Consults – Digital-First, Campaign-Focused EOK Consults is a Canadian political digital marketing agency built from the ground up for today’s campaigns. Unlike traditional public affairs or lobbying firms, EOK is a digital-first, full-service agency that exclusively focuses on political and advocacy work. From local nomination races and municipal contests to national leadership campaigns and federal elections, we’ve supported candidates and causes at every level. Known for our high-precision digital ad targeting across platforms like Meta, YouTube, and Connected TV (CTV), EOK also provides creative services ranging from graphic design and website builds to professional video production. Our deep understanding of Canadian political dynamics – combined with a track record of strong wins (including an 86% win rate in the 2025 Ontario provincial election and major upsets federally) – has made us a go-to partner for campaigns looking to turn online momentum into real-world results. If you have a project in mind, get in touch today! #2. Crestview Strategy – Public Affairs with Digital Expertise Crestview Strategy is one of Canada’s largest public affairs firms, known for its government relations and communications work across sectors. While political campaigns aren’t its sole focus, the agency has delivered major digital advertising initiatives in past elections, especially for centre-right parties. Its size and corporate client base suggest it’s better suited for well-resourced campaigns looking for full-spectrum support. Visit Crestview Strategy #3. Spark Advocacy – Progressive, Cause-Driven Campaigns Spark Advocacy specializes in high-end creative and narrative development, often for advocacy organizations, labour groups, and progressive campaigns. With strong in-house design and messaging teams, it’s best known for visually striking campaigns and storytelling. While it leans toward issue-based work, it’s also played roles in political races across Canada. Visit Spark Advocacy #4. Burrard Strategy – Counsel-First Approach with Digital Services Based in Vancouver, Burrard Strategy combines campaign strategy with public affairs and digital media. Their political services include research, creative work, and advertising, though these are part of a wider offering that includes corporate

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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! 

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Political Digital Marketing Agency

How to Choose the Best Political Digital Marketing Agency for Your Campaign’s Success

Political Digital Strategy

In today’s fast-paced digital age, political campaigns have transformed significantly. From connecting with voters online to tailoring messages for different demographics, the right strategy can make or break your campaign. At the heart of this success lies a critical decision: choosing the best political digital marketing agency to guide your journey. Let’s explore how to make this vital choice. What Is a Political Digital Marketing Agency? A political digital marketing agency specializes in using online platforms to amplify your campaign’s message, engage voters, and drive results. Unlike traditional marketing agencies, these experts bring a deep understanding of political strategies and voter behaviour. Why do campaigns need specialized expertise? Political campaigns operate under unique pressures—strict timelines, compliance regulations, and the need to engage diverse voter groups. Agencies that focus on political digital marketing know how to navigate these complexities while ensuring maximum impact. Want to dive deeper? Check out our blog on Social Media and Politics in Canada. The Essential Services of a Political Digital Marketing Agency Crafting a Winning Digital Strategy Your campaign needs a roadmap that combines data-driven insights with innovative ideas. A great agency will analyze voter data, trends, and platforms to create a tailored strategy that resonates with your audience. Example: Social media’s role in NDP campaigns has shown how well-planned strategies can shape public perception and build momentum. Advanced Voter Targeting Using AI and machine learning, political agencies can predict voter behaviour, segment audiences, and deliver personalized messages. This precision ensures every dollar spent reaches the right audience. Amplifying Your Campaign’s Message Online From paid ads and video content to blog strategies, cross-platform consistency is key to building awareness and trust. Agencies that excel in this area can ensure your message reaches voters where they are most active. Want to dive deeper? Check out our blog on Facebook Political Ads in Canada. How to Evaluate the Right Political Digital Marketing Agency for Your Campaign Choosing the right partner requires careful evaluation. Here’s what to look for: Proven Experience: Look for agencies with a history of successful political campaigns. Technological Capabilities: Ensure they use tools like AI, data analytics, and social listening. Transparency: Clear communication about strategies, costs, and results is non-negotiable. Innovation: The political landscape changes quickly; your agency should adapt faster. Pro Tip: Always review case studies or ask for examples of past campaign successes.  Curious about us and our approach to political marketing? Learn more The EOK Consults Advantage: Why Choose Us Trusted by Leading Campaigns in Canada EOK Consults has been a partner to numerous Canadian political campaigns, driving measurable results. Whether it’s increasing voter turnout or boosting online engagement, we deliver. Cutting-Edge Tools to Maximize Impact Our expertise includes AI, predictive analytics, and social listening—ensuring your campaign stays ahead of the curve. End-to-End Campaign Solutions As a full-service political digital marketing agency, we handle everything from strategy development to execution, leaving you free to focus on your message. Case Studies: Success Stories from Political Campaigns Engaging Over 1.5 Million Residents for a Provincial Political Organization When a provincial political organization sought to connect with residents and amplify its campaign message, they turned to our expertise for results-driven digital strategies. The Results? Over 1.5 million residents engaged, establishing a strong connection between the campaign and voters. More than 10 million ad impressions, ensuring widespread visibility across key platforms. 50,000+ supporters identified, providing a powerful base for grassroots mobilization. By leveraging targeted digital advertising and data-driven outreach, we helped the organization exceed its goals and lay the foundation for a robust and engaged voter base. Driving Nationwide Engagement for a Member of Parliament in Canada When a prominent Member of Parliament aimed to expand their reach and build a stronger connection with Canadians, our team stepped in with a comprehensive digital strategy. The Results? Engaged over 2 million Canadians in less than six months, creating meaningful dialogue on key issues. Garnered over 3 million views and gained 21,000+ new followers on social media, significantly boosting their online presence. Produced multiple viral posts, leading to a notable uplift in name recall and public awareness. By combining compelling content creation with strategic audience targeting, we helped this MP establish themselves as a household name, ready to lead conversations on the issues that matter most. Achieving a Stunning Electoral Upset for an Ontario MPP Candidate A first-time candidate for Ontario’s Member of Provincial Parliament faced a challenging race in a historically uncontested riding. Through a video-first digital strategy and precision targeting, we delivered a campaign that redefined expectations. Key Highlights: Engaged over 80,000 eligible voters with compelling, issue-focused video content designed to inform and inspire. Retargeted and mobilized 17,000+ identified supporters, ensuring a strong voter turnout on election day. Secured a 35% swing in voter sentiment, culminating in a stunning 48% vote share—a major upset in the electoral landscape. This success was driven by our focus on data insights, hyper-local targeting, and a message that resonated deeply with voters. The result? A game-changing victory and a testament to the power of digital-first political marketing. Making History with a British Columbia MLA Candidate Running for MLA in British Columbia, our client aimed to break barriers in a highly competitive district. By leveraging a focused digital strategy, we delivered exceptional results that culminated in a historic victory. Key Highlights: Engaged over 30,000 eligible voters through a compelling video campaign, generating 100,000+ views across social media platforms. Retargeted and mobilized 11,000 identified supporters, ensuring a robust turnout on election day. Achieved a 10%+ swing in voter sentiment, securing a historic electoral win in the district. This campaign demonstrated the power of precision targeting and audience-focused storytelling, proving that a well-executed digital strategy can shape electoral history. Final Steps: Partnering with the Best in Political Digital Marketing Your campaign’s success depends on having the right digital partner. The best political digital marketing agency will not only amplify your message but also ensure it reaches the right audience at the right time. Ready to elevate your campaign? Contact EOK Consults today

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Canadian Political Digital Marketing

2025 Federal Elections: Emerging Trends in Canadian Political Digital Marketing Landscape

Political Digital Strategy

The Importance of Canadian Political Digital Marketing “Political campaigns are won on Facebook, and governments are run on WhatsApp.” – Unnamed strategist in a recent federal by-election. The 2025 Canadian federal election will be unlike any before. As political parties fight for control in a highly polarized landscape, Canadian political digital marketing strategies will be their secret weapon. The playbook is evolving—rapidly. From AI-driven voter outreach to microtargeting, campaign managers have a powerful arsenal of tools. Let’s dive into the trends dominating the next election cycle and how political strategists can stay ahead of the curve. 1. AI in Canadian Political Digital Marketing AI is no longer the future—it’s here, transforming how parties communicate with voters. During the 2021 election, we saw rudimentary AI tools used to automate emails and social media posts. In 2025, expect AI to take on a much more central role. Imagine campaign chatbots that engage voters in real-time conversations or AI-driven tools that analyze social sentiment in real time to craft the most effective messaging. It’s about going beyond scheduling posts—AI will enable campaigns to predict voter behaviour, optimize ad spend, and even tailor persuasive content for different communities. Pro tip: Start experimenting with AI tools like Sprinklr or Buffer’s AI integrations as well as AI-powered video tools like Kapwing now. By 2025, you’ll want to be fully fluent in AI’s capabilities as Canadian political digital marketing strategies increasingly rely on these tools. 2. Microtargeting in Canadian Political Digital Marketing Gone are the days of broadcasting one-size-fits-all messages. In 2025, microtargeting will rule. Every campaign will need to understand its voter base not as one homogenous mass but as a constellation of unique individuals with varying concerns and motivations. This shift towards hyper-specific messaging is shaping the future of Canadian political digital marketing. The Liberal Party’s success in 2019 and 2021 came partly from their use of microtargeting—pushing tailored messages about childcare benefits to suburban moms while focusing on climate change for younger urban voters. The Conservatives have followed suit, focusing hyper-localized ads on issues like carbon taxes and inflation. But it’s more than just an ad strategy. Microtargeting is about making every interaction—emails, texts, Facebook ads—feel personal. Takeaway: Break your audience into segments early. Use platforms like Meta’s ad tools to create hyper-specific audiences based on geography, demographics, and even voting history. This is the heart of successful Canadian political digital marketing in the coming years. 3. Navigating Regulation Challenges in Digital Election Advertising With great power comes great responsibility—and scrutiny. As digital strategies evolve, so too does the debate over regulation. Canada has already tightened the reins on Canadian political digital marketing ads. Bill C-76 requires all digital ads to be transparent, and platforms like Meta must now keep an ad registry for political content. The 2025 election could see even more stringent measures introduced. This will challenge political campaigns to not only comply but innovate within the confines of these laws. Expect stricter limits on spending and new rules on how political parties can use voter data, all of which will influence Canadian political digital marketing efforts. To understand how digital regulations like Bill C-76 influence political campaigns and the social media landscape, you can explore our comprehensive guide on how we function as a Digital and Social Media Marketing Agency for Political Campaigns. Action point: Prepare to be fully transparent with your digital ad strategy. Use the ad registry to study your opponents, and ensure your creative, content, and spending are all compliant. Staying ahead of the rules will keep your campaign focused and ensure your Canadian political digital marketing efforts remain above board. You can always trust a proven political digital marketing agency to take care of this for you. 4. Leveraging TikTok and Short-Form Content for Voter Engagement Don’t dismiss TikTok as just an app for viral dances—it could be your secret weapon for voter engagement. In 2021, Canadian political parties only dipped their toes into TikTok, but 2025 will be different. The platform’s algorithm rewards authentic, highly engaging short-form content, making it an ideal space for candidates looking to connect with younger audiences. We saw early adopters like Jagmeet Singh use TikTok to tap into youth culture in 2021, but 2025 will demand that all major players compete in the space. And it’s not just about being cool—it’s about reaching voters where they are and in a way that resonates. While TikTok isn’t used by active members and political advertising is banned, its role as an organic tool and one where influencers rule cannot be overstated in driving campaigns and political discourse forward. Pro tip: Start developing a short-form content strategy now. Even if your target demographic isn’t “Gen Z,” platforms like Instagram Reels and TikTok will be crucial in making your Canadian political digital marketing messages go viral. 5. Data Privacy: Essential for Canadian Political Digital Marketing Data is the new currency in political campaigns. But it’s also a double-edged sword. With the Cambridge Analytica scandal still fresh in the public’s mind, voters are more wary of how their data is being used. As campaigns ramp up their digital strategies, they must tread carefully. Ethical data handling will be a key part of successful Canadian political digital marketing in the 2025 election. Political parties must prioritize ethical data practices—not just for compliance, but to earn trust. Canadians care deeply about privacy, and campaigns that respect this will have a crucial advantage. Actionable step: Ensure you’re compliant with Canada’s privacy laws (PIPEDA) and use consent-driven data strategies. Be transparent about how data is collected and used—this could be a key differentiator in a competitive race where Canadian political digital marketing must balance effectiveness with ethics. 6. Influencers: The New Advocates in Canadian Political Campaigns We’ve already seen the rise of social media influencers in consumer marketing, and the political arena is catching up. While Canadian campaigns have been slow to fully embrace influencer marketing, expect a shift in 2025. Voters trust influencers—especially micro-influencers—because they feel authentic and

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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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political digital marketing in 2024 trends and predictions

Political Digital Marketing in 2024: Top Trends & Predictions

Political Digital Strategy

https://youtu.be/hBk69EDpRdU Looking back to the developments in 2023, some large industry-defining trends emerged in the political digital marketing industry globally. From record-breaking spending on online advertising to the rise of short-form video content to AI to the need for enhanced cybersecurity, there are a lot of takeaways for the industry going forward into 2024. At EOK Consults, a Digital and Social Media Marketing Agency for Political Campaigns, we witnessed these shifts firsthand at the recent Campaign Tech Innovation Summit in Washington, DC. Here’s a quick summary of the top trends and predictions that will shape the future of political digital marketing in 2024: Record-breaking political advertising to continue Recent reports project that the total spending on political advertising in the US for the upcoming presidential election cycle will cross $16 billion. While the Canadian share of online political advertising is very humble, the shift towards digital platforms and increased online advertising follows similar patterns here at home. More and more political stakeholders across Canada are realizing that digital media isn’t a checkbox in their plans but an actual strategic piece of the political campaign puzzle. With record-breaking population increase, increased penetration of connected devices (smartphones, TVs) and growing access to broadband internet, we can bet that increased preference for digital channels in political campaigning will be a highlight for the scheduled federal elections in 2025 (or earlier, depending on how the political climate evolves).   Video Content rules the airwaves From non-skippable video format to reels to live streams to catchy sponsored video ads on Facebook and Instagram feeds, video emerged as the most popular content format for political advertising in the last couple of years and is here to stay. Social media users crave authentic, personal and engaging content and video ads (when done right) check all the boxes. Whether it’s a personal story behind a candidate or an attack ad against an incumbent, video ads can hook the audience and help create a viral aspect in political advertising that is otherwise hard to generate.  Pierre Poilievre’s recent housing crisis video was a novel 15-minute long documentary-style take on political content and its viral status highlighted how video’s effectiveness when it comes to political content.   Connected TV is the one to watch for The regulatory environment for political advertising on social media channels has been restrictive, to say the least from company-wide bans (like Snapchat, and TikTok) to regulatory hurdles (Bill C-76). However, one increasingly dominant channel for advertising is the world of Connected TV (CTV) – video ads on digital TV sets connected to the internet.  CTV offers political advertisers the ability to target their ads in a hyper-specific manner to voters with certain interests and behaviours beyond the traditional demographic indicators on social media channels.    Tapping into influencers and content creators via TikTok While TikTok doesn’t allow political advertising of any kind in Canada or the US, its importance due to its massive user base cannot be underestimated. Political campaigns that invest time and effort into the real/platform-native content creation systems on TikTok and the ability to tap into some influencers can certainly reap the benefits over the long term. Given how strong its user-led algorithm is, TikTok also has the unique ability to verify the resonance and virality of content or key political messages for campaigns, almost serving as a unique A/B test platform.   AI will change everything (cliché) – Soon AI is expected to transform almost every aspect of human life in the next decade and political advertising is no different. While many believe the future is here, for most political campaigners and strategists, AI (for now) is a way to supercharge their workflows, processes, decision-making and creative outputs. From video editing, captioning, image improvements, and A/B testing to script writing, AI is increasingly being used in almost every aspect of a political campaign and it is expected to continue to transform the way we run and manage political advertising.   Online threat management and cybersecurity will become critical From malicious actors (state/non-state) to phishing/hacking attempts on campaigns to cyber security threats with the potential loss of sensitive voter data, political campaigns will have to level up their cyber security game as we head into the next presidential and federal election cycles across the US and Canada. Bot armies, trolls, deep fakes – the threats just keep on increasing and warnings from secret agencies reiterate the importance of keeping sensitive data safe from landing in the wrong hands.   Authenticity and creativity will make a difference In the hyper-connected realities of today, voters are becoming more discerning and audience fatigue is endemic. Political campaigns will need to present an authentic and creative voice that cuts through the noise to make an impact. While the tools and channels for online advertising will continue to evolve and one needs to leverage all the advancements, the bottom line for the success of any future political campaign will be offering truthfulness in an exciting, engaging and trust-building manner.    Transform your political digital marketing campaign in 2024  Political digital marketing is here to stay and grow in Canada and beyond. While the opportunities are endless, you need a trusted partner to help you build, manage and grow your online presence and profile to match your political ambitions. EOK Consults, a leading Digital and Social Media Marketing Agency for Political Campaigns, has a proven track record of helping clients stay ahead of the curve. Contact us today and let’s deliver winning campaigns, together. 

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Facebook Advertising For Political Campaigns in Canada: 6 facts to consider

Facebook Advertising for Political Campaigns in Canada – 6 Facts to Consider

Political Digital Strategy

In the run-up to Ontario Provincial Elections 2022, digital political advertising is in full swing. During election cycles, political parties hire marketers and agencies to design and manage digital campaigns, including Facebook advertising, to help them woo voters across their ridings.  This article serves as a timely reminder of why Facebook advertising is essential to any successful political campaign that aims to grow the voters’ support. In failing to understand the benefits and challenges of Facebook advertising, you would be missing out on a potentially game-changing platform for your campaign’s success, especially when considering the insights from a digital and social media marketing agency for political campaigns. Here’s a list of 6 facts that you should know and consider about Facebook advertising for political campaigns in Canada: 1. Advertising on Facebook is extremely popular Did you know that Canadians are the world’s most active Facebook users? Accordingly, about 72% of all Internet users in Canada are currently on Facebook, and most of them check their pages several times a day. Furthermore, people often use social media for more than two hours every day on average. Hence, political leaders cannot ignore Facebook since their voters – present and potential – are on it every single day. Given that, during last year’s federal elections in Canada (2021), the leading parties ran a total of more than 14,000 ads for a total worth more than $6.7 million between June 17th, 2021, and Sept. 14th, 2021. Facebook offers a very engaging and powerful platform for your campaign to find and reach your constituents. 2. Facebook provides precise audience targeting Facebook advertising has the advantage of reaching your target audience quickly and effectively. As an advertisement or micro-targeting platform, Facebook offers the best results. People can be selected based on their age, gender, interests, profession, behaviour, and location. Facebook’s targeting capabilities are unlike any other platform and you can combine its features to ensure you have a very targeted audience of potential voters in your riding. As audience quality is more important than audience size, you should reach voters who are likely to support you during the next election as opposed to random users. You have many options when it comes to selecting audiences. However, setting up those audiences as part of a specific strategy is certainly necessary to achieve your political objectives. 3. Facebook advertising is critical for your campaign In the last few years, Facebook has reduced the visibility of pages in news feeds, which is an unpleasant update of algorithms for all political organizations and candidates. Even Mark Zuckerberg has confirmed that Facebook will prioritize publications from friends and family. To summarize, the days of organic reach and easy viral success on Facebook are over. Hence, it is necessary to utilize Facebook advertising to achieve success. Despite the fact that you are building a community of followers, you should be aware that only a few of them actually see your posts. If your political organization wishes to adapt to the current situation by expanding its reach and voter base, Facebook advertising is an absolute necessity. 4. Best ROI and Measurable Results In spite of Facebook’s wide range of audience targeting options and features, its advertising costs are relatively low. We should not forget that here, too, the price is determined by many factors, including the overall objective of the campaign, the advertisement quality, the size and relevance of the audience, as well as the level of competition. You are able to run ads for any budget you can afford, even as low as $5 a day per campaign. This means that Facebook’s Ads Manager is a great tool for you to experiment with political advertising and measure ROI before doubling down on a winning strategy. Facebook also provides measurable results, including metrics regarding demographics, click-throughs, messages sent, collecting leads, assessing a party’s awareness, measuring ad views, and engagement, etc.  When used wisely, all of these metrics can provide a wealth of information about current results, user behaviour, and more. As you can imagine, reading them and following up takes many years of experience, and this is why it is always valuable to engage a team of digital experts that can help you craft the winning strategy for your campaign. 5. Building and maintaining a presence is a big responsibility On a social networking site, users spend approximately two to three seconds on a post. If it does not catch their attention, they seek out more interesting content. Moreover, people scroll through 90 meters of mobile web content each day. Thus, an engaging mix of images, videos, and text is necessary to attract attention. Successful Facebook advertising for political campaigns requires a clear message with a vision that’s well-crafted in a short piece, but that can be difficult to achieve. In this context, engaging a digital and social media marketing agency for political campaigns can provide the expertise needed to create compelling content that resonates with voters In a nutshell, it is crucial to consider how sponsored advertisements are designed to reach the specific audience – whether the political campaigns are aware of who they are talking to and who their potential supporters are, or whether the advertisements are simply “scrollable” and will have no impact on the audience. 6.   Facebook Advertising for Political Advertising isn’t easy to manage, despite improvements While Facebook has made many user-friendly updates to its ad manager and business manager tools, it still isn’t an intuitive platform for most users. Many political candidates and parties believe that a simple ‘boost’ post is the easiest and most effective way to get started. The reality couldn’t be far from that. Achieving good results and optimizing campaigns to bring the best returns for advertisers including political campaigns requires a great deal of experience and skills. A properly managed account and a well-structured campaign strategy can make it possible to advertise effectively on Facebook. Defining which metrics to monitor is yet another important task. Another critical component of any digital political

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social media in Canadian politics

Facebook Advertising in 2021 Canadian Federal Elections: 4 Facts You Must Know

Political Digital Strategy

Over the last few years, political digital marketing has become more and more prevalent in Canada. In terms of social media platforms where political advertising is permitted, Facebook and its platforms have a lopsided share. Ever since new political advertising legislation in Canada mandating digital archives and other reforms was enacted, many platforms such as Twitter and TikTok responded by opting out of participation. Due to additional public pressure, especially after the 2016 US Elections, these platforms went a step further and banned all paid political advertising altogether. Therefore, Facebook advertising, particularly when guided by a digital and social media marketing agency for political campaigns, presented an ideal opportunity for Canadian political parties and candidates aiming to woo the population online. Interested in seeing how this impacted the recently concluded Canadian federal elections? Here are four facts regarding Facebook advertising in the 2021 elections that you must know. Total spending by all parties combined In terms of digital marketing for political campaigns, parties and candidates did not hesitate to spend millions of dollars. As per data publicly available, the total budget for Facebook advertising for all parties combined was more than C$6.7 million between June 17th and September 14th, 2021. This doesn’t include the millions of dollars spent combined by all candidates and third-party advertisers. For comparison, the amount spent by the three parties on their entire digital campaign in 2019 totaled around C$9.7 million. As can be seen from these statistics, politicians are increasingly establishing an online presence on a continuous basis. Given the high engagement levels and measurable return-on-investment of digital platforms, we might reasonably assume that those numbers will increase in future elections.  Number of Ads placed on Facebook by all parties It is important to note that in 2021, the number of ads made on Facebook alone varied considerably among the three major parties. Based on information from Facebook’s Ad Library, the Liberals made over 12,000 Facebook advertisements during the last election. Comparatively, the Conservative Party ran only 1243 advertisements, while the New Democratic Party produced 1148 advertisements. As shown by the statistics, Liberals are the ones putting up more Facebook ads than any other party. In total, the Liberal Party placed five times as many advertisements as the New Democrats and the Conservatives combined. This speaks volumes (pun intended) about their sophisticated digital media strategy and resourceful social media team. The Liberal Party of Canada outspent its rivals Each of the three leading parties in Canada spent a proportionate amount on their advertising relative to the number of advertisements they ran. In the period between June 17, 2021 and September 14, 2021, the Liberal Party spent a staggering amount of $2.3 million. Comparatively, the Conservative Party had spent C$1.4 million during the same period while the New Democratic Party spent C$1.1 million. Taking these numbers into account, there are two important conclusions that can be drawn. First, the Liberal Party spent more on Facebook advertising than the Conservatives and NDP combined. Second, they spent twice as much as the Conservative Party which won the popular vote but still lost key ridings and their chance to govern. A/B testing and dynamic advertising: The winning formula In addition to a difference in the number of ads and money spent, there was also a key difference in the number of ad variations. While the Conservatives published over a thousand different ads on Facebook, the Liberals generated more than 5,000, and the NDP conducted approximately 750. This data demonstrates that the Liberals had a more sophisticated marketing strategy than their competitors. Having a variety of content layouts and messages indicates that the Liberal team was proactively responding to online engagement, voter preferences and demographic targeting. This dynamic digital advertising phenomenon clearly stands out as the winning formula employed by the Liberal Party of Canada, possibly enhanced through a digital and social media marketing agency for political campaigns, to retain power for the third time. There was also an indication of this trend during the previous federal elections in 2019, where the Liberals ran 7500 ad variations, while the Conservatives ran about a thousand ad variations between June and October. During the 2021 Federal Elections, it was the Liberals who clearly dominated Facebook advertising and digital marketing when compared with its national counterparts. The data does not only relate to the amount of money spent on Facebook, but also the number of advertisements and variations on the ads. Our recent blog post provides further details regarding the last federal election in Canada, which gives some unique insights into digital advertising and campaigning. To learn more about our digital campaigning services, contact us today! Check out our blog regularly for the latest information on digital marketing for political campaigns in Canada.

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