Partido Acción Ciudadana Municipal Campaign Case Study
Leveraged documentary-style community content and multi-phase digital strategy across San José neighborhoods to build grassroots awareness and volunteer infrastructure through authentic neighborhood-focused creative and precision geographic targeting in traditionally competitive districts.
Campaign Overview
Partido Acción Ciudadana (PAC), Costa Rica's progressive political party, launched a comprehensive awareness and mobilization campaign across secondary San José neighborhoods to build recognition ahead of local municipal elections. With a $32,000 campaign budget over 28 days, the campaign targeted residents in Pavas, Hatillo, San Sebastián, and Desamparados, where traditional parties historically dominated, driving both event attendance and volunteer recruitment through documentary-style, community-focused creative.
Strategy
Partido Acción Ciudadana deployed a multi-phase digital strategy to build awareness and convert interest into grassroots participation.
- Neighborhood Geographic Precision: Targeted specific San José districts through geo-filtering focused on Pavas, Hatillo, San Sebastián, and Desamparados while excluding affluent Escazú and Rohrmoser to maximize budget efficiency in receptive communities.
- Documentary Creative Approach: Developed authentic neighborhood-focused video and carousel content featuring actual residents and local street scenes to build credibility and connection with target communities skeptical of traditional political advertising.
- Multi-Conversion Pathway Design: Built separate landing experiences for volunteer signup, event RSVP, and general interest capture to accommodate varying engagement levels and maintain conversion momentum across campaign phases.
- Phased Messaging Strategy: Deployed week-one broad awareness campaigns emphasizing platform recognition, shifted to conversion optimization in weeks two-three for volunteer and RSVP acquisition, and concluded with intensive event push and retargeting in the final week.
Results
- Actual Event Attendance: 890 verified attendees (53% RSVP conversion)
- Volunteer Signups: 347 recruited volunteers
- Event RSVPs: 1,680 total event commitments
- Email Subscribers: 4,250 ongoing communication opt-ins
Execution
- Authentic Community Creative: Documentary-style content featuring real neighborhood residents and locations built trust and credibility with target audiences skeptical of traditional political advertising, resulting in above-benchmark engagement rates.
- Multi-Objective Conversion Strategy: Separating volunteer recruitment, event RSVP, and email capture pathways allowed varying commitment levels while maintaining conversion momentum, with email signups exceeding targets by 112% and providing an ongoing engagement channel.
- Geographic Targeting Precision: Focusing exclusively on receptive secondary neighborhoods while excluding affluent districts maximized budget efficiency, achieving $19.05 cost per RSVP and $92.22 cost per volunteer within constrained budget parameters.
- Phased Campaign Approach: Strategic messaging evolution from awareness to conversion to event push maintained campaign momentum while allowing creative testing and optimization throughout the 28-day timeline.
Insights & Learnings
Acción Ciudadana's municipal campaign demonstrates effective grassroots political mobilization through authentic community-focused creative and multi-conversion pathway strategies. The documentary-style approach resonated strongly with target neighborhoods, achieving significant awareness lift and volunteer recruitment despite limited budget. This campaign showcases how emerging political movements successfully build recognition and grassroots infrastructure through strategic audience targeting and authentic community engagement in competitive municipal markets.
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