The Labour Party (@UKLabour) knew that it had the lead in the UK general election of 2017 — when it came to Twitter conversation. Research from the Oxford Internet Institute determined that its hashtags (such as #VoteLabour and #JezzWeCan) were appearing in 39.7% of party-specific Tweets and easily outperforming those of the Conservatives.
So, when @UKLabour wanted to encourage as many people as possible to go out and vote on 8 June 2017, it turned to Twitter, knowing a wide and engaged audience was at the ready to amplify its message.
To make sure that its call to action stood out among all the polling day conversations on Twitter, @UKLabour launched a First View campaign. This meant that as people went to vote, its video would be the first Promoted Tweet all UK users saw on 8 June, and its hashtag #VoteLabour would remain at the top of the day’s UK trends.
@UKLabour shared a simple message with its video, featuring the #VoteLabour hashtag and linking to a polling station finder on its website. At 10pm, when the polls closed, it changed its First View Tweet to a thank-you message and video for the party’s supporters and volunteers.