Decoding Digital Campaigns: Influencers, Ads & the Race to Australia’s Ballot Box

Australia is heading to the polls and the political battleground is more crowded than ever. In this episode, we unpack how parties are using digital campaigning, micro‑targeted political ads and social‑media influencers to sway undecided voters. From pre‑poll booths to TikTok feeds, find out what’s working, what isn’t, and what every strategist should know before Election Day.

Connect with us:
Annie O’Rourke
Dr. Rachel Howard
Larissa Brown

Erinn Swan

Links:
89 Degrees East
Politiv

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Key Takeaways

1. Media saturation after Pope Francis’s death will drown out routine campaign coverage, so parties need messages that cut through a dominated news cycle.

2. Pre‑poll is king. Candidates should spend most face‑time where early votes are cast; over half of Australians now vote before Election Day.

3. Digital ad production is near‑instant, allowing rapid A/B testing and daily pivots—agility beats long‑lead TV spots.

4. Influencers shape political narratives for Gen Z and Millennials; authentic creator partnerships outperform party‑branded content.

5. Cost‑of‑living frames dominate ad‑targeting, turning pocket‑book pain into votes via hyper‑local creatives.

6. Fear and grievance remain powerful motivators; negative emotion still drives click‑throughs and shares.

7. Authenticity beats polish. Raw, conversational clips win trust while over‑produced videos read as propaganda.

8. Data‑driven flexibility is essential; polling shifts mean creatives must refresh every 48 hours.

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Chapters

00:00 – Introduction to Political Chaos
02:56 – Navigating the Election Landscape
13:25 – The Evolution of Digital Camp