6. What made Duterte’s campaign materials special? The volunteers and supporters were given the creative leeway to design it based on their own interpretation of the campaign narrative and it then allowed the messaging to be strategically aligned with what voters cared for at the moment. This even spread offline where supporters created their own T-shirt designs and used their own money to print them as well.
7. There was strong coordination between the digital and field teams. Facebook allowed faster communication between different supporters and groups supporting Mayor Duterte.
8. Thousands of online/digital content was created by volunteers and supporters themselves – this included hundreds of songs composed and created by various musicians for the candidate. The vision for the use of video was different from past campaigns. The team was not selling a candidate, they were simply covering the movement around the campaign. The team was able to engage people, draw in viewers and make them feel like they were part of something big. This was called by one online social media firm as citizen-led campaigning and that is what truly happened.
9. The team curated content that was coming out from the volunteers and supporters and segregated it based on the target market: Facebook videos and image memes for Class D, E; high-quality and informative videos and platform-based content for Class A, B, C – overall, the team allowed supporters to co-manage the campaign.
10. It has to be mentioned that the way the candidate conducted himself allowed his supporters to create content about him and about his campaign. In the end, the candidate allowed the people to see him as the authentic candidate compared to his rivals who were perceived to be following a script. – Rappler.com
Jay Jaboneta is a consultant on social media strategy in the Philippines. He is a co-founder of the Yellow Boat of Hope Foundation and is also a consultant on social innovation for De La Salle-College of St Benilde.