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Building a 500,000-member volunteer community that outlasted the campaign.

Intro

Our candidate entered polling third, at 16.4%, more than 20 points behind the frontrunner. Fifteen months later, he won the presidency outright in the first round with 58.82% of the vote.

Nearly 60% of the electorate; some 114 million voters were millennials and Gen Z, distrustful of party machinery. We built a standalone volunteer movement with its own identity, independent of the coalition: a dedicated platform with WhatsApp and Telegram as the organising backbone, an always-on social presence, an influencer micro-app that turned members into a distributed media network, and continuous feedback loops between community sentiment and our polling operation, 62 short surveys, 9 flash surveys and a rolling cross-section in the final stretch. Members were not paid and not promised anything. They joined to serve a cause, and we gave them the tools to do it well.

Services

Community architecture
Influencer micro-app
Polling & feedback loops

Building a 500,000-member volunteer community that outlasted the campaign.

Intro

Our candidate entered polling third, at 16.4%, more than 20 points behind the frontrunner. Fifteen months later, he won the presidency outright in the first round with 58.82% of the vote.

Nearly 60% of the electorate; some 114 million voters were millennials and Gen Z, distrustful of party machinery. We built a standalone volunteer movement with its own identity, independent of the coalition: a dedicated platform with WhatsApp and Telegram as the organising backbone, an always-on social presence, an influencer micro-app that turned members into a distributed media network, and continuous feedback loops between community sentiment and our polling operation, 62 short surveys, 9 flash surveys and a rolling cross-section in the final stretch. Members were not paid and not promised anything. They joined to serve a cause, and we gave them the tools to do it well.

Services

Community architecture
Influencer micro-app
Polling & feedback loops

Date

Jan 2024

Client

Presidential

Industry

Presidential Campaign

Timeline

18 Months

The Challenge

Nearly 60% of the electorate were millennials and Gen Z. They don’t respond to party machinery they respond to peers.

The community was deliberately independent of the party coalition, with its own identity and its own channels: 290,000 Facebook followers, 30,000 on Instagram and 15,000 on TikTok. By the final weeks, 500,000 members were organising locally under a coordinated national identity and the closing rallies filled the capital’s national stadium and surrounding streets with 400,000 supporters.

By the numbers

+%

Community members across platform, WhatsApp and Telegram

+%

Community members across platform, WhatsApp and Telegram

%

First-round vote share, entering the race a distant third

%

First-round vote share, entering the race a distant third

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Supporters at the final rallies in the capital

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Supporters at the final rallies in the capital

Hundreds of thousands of people came together unasked, unpaid and unaffiliated. This community is not campaign infrastructure to be switched off it is a permanent, personal constituency, to be supported and grown as a governing asset. That is the difference between renting a crowd and building a movement.

Majoritas to the client /

Presidential

Hundreds of thousands of people came together unasked, unpaid and unaffiliated. This community is not campaign infrastructure to be switched off it is a permanent, personal constituency, to be supported and grown as a governing asset. That is the difference between renting a crowd and building a movement.

Majoritas to the client /

Presidential

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Bucharest (RO)--:--