New people", elections to the State Duma of the Russian Federation, Sverdlovsk region.
Nomination: The best campaign of a territorial group of a parliamentary opposition party for the State Duma elections.
The party in the Sverdlovsk region showed the best result among all territorial groups in the country, almost doubling the 2021 figures and rising from fifth to third place in the regional parliament. How were we able to achieve success under conditions of high competition from other parliamentary parties:
▫ Changing the election hypothesis and changing the agenda. Rejection of the image of a "super-technological youth party" in favor of the image of a "party for those who live here and now". For the first time, traditional issues of housing and community services, transport and urban infrastructure were actively included on the agenda under the general slogan "Oral for Life".
▫ Expanding contact in the field with voters. The campaign covered 76 cities (compared to 20 in 2021), and collected 73,000 verified contacts. 34 municipal campaigns and the opening of 10 new local branches became a supporting framework for federal and regional campaigns.
▫ A system of "experimental areas". We launched three ground-breaking targeted campaigns to strengthen the results in certain territories: the federal politician Alexander Demin (tough competition in the city), the creative "romantic creator" Rant Craib, and the hyperlocal campaign of Irina Vinogradova, which gave the best transfer of votes to group.
▫ Non-standard formats and vertical content. They combined mass events with a brilliant street aesthetic (submissions on boats, special merchandise, street installations) and relied on vertical videos on TikTok and Instagram, which ensured high-quality audience retention.
result:.
"New People" gained 13.13% in the State Duma elections in the Sverdlovsk region (the party's best result in the country, +5% until 2021).
In the legislative assembly of the region, the party received 14.31% and 4 mandates, doubling its representation and becoming the third force in the region.