The Tories have earned rare praise for their LetBritainDecide campaign for James Wharton’s Private Member’s Bill. Everyone accepts that the slick website and social media campaign are (surprisingly) impressive. But there’s another — largely unnoticed — aspect to this campaign which has a lot less to do with change in Europe and more to do with change in CCHQ’s campaigning methods.
The clever ‘co-sponsorship’ option allowing anyone to add their names to the bill doesn’t just create hype, it also allows CCHQ to build a large database of the names, email addresses and postcodes of voters with a particular interest in European affairs.
Why is this important? The data allows CCHQ to target voters with specific campaign messages that interest them personally. It even allows for message-targeting by location. This is far more effective than mass leafletting and billboard campaigns.
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