Artyom Molchanov, elections to the State Duma of the Russian Federation (one-mandate district No. 194), Yaroslavl region.
Candidacy: The best campaign of a candidate from the party in power in a single-mandate constituency for the State Duma.
The candidate, who was perceived at the beginning as an "outsider" and "official", won a historic victory, breaking the 33-year streak without loss of his main opponent in one of the most protested areas in the country. How we managed to achieve success in the face of low ratings and unpopular reforms:
▫ Territorial diversity. Instead of a single template for the entire district, the campaign was broken down into details: unique campaign materials and social architecture projects were developed for Rybinsk, Rostov, Perslavl and rural areas, meeting the specific needs of each place.
▫ Start the image and the emotional connection to the territory. Instead of fighting the "Varangian" label, the connotation was changed to "official of the people". The candidate, who is passionate about history, launched the "Historical Minute" section: a series of videos in which he investigates together with residents local relics, which on an emotional level integrated him into the context of each municipality.
▫ Synergy of the elites and the "locomotive effect". To strengthen their positions, they brought a popular candidate from the neighboring 193 district, Anatoly Lysitsyn, to joint events and media activities. At the same time, they changed the format of the governor's work: the visits began to take place without large entourages, with direct dialogue and rhetoric of gratitude, and the rating of the head of the region increased by 12 points during the campaign.
▫ Local work with the budgetary sector and active work in the media. Instead of standard payments, they launched a long-running "Gratitude Project" collecting signatures to solve specific problems of labor collectives. In the digital realm, we deployed a network of local opinion leaders producing up to 1,500 unique posts per week, and deployed more than 140 personal campaign deployments with celebrity endorsements in each region.
result.