The 2019 Anambra South senatorial election was a highly competitive contest. Ifeanyi Ubah contested on the platform of the Young Progressives Party (YPP) against candidates from more established parties, including PDP, APGA and APC. Contemporary coverage noted that YPP was comparatively less established in the state, while Ubah faced several prominent political figures.
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Case Study: Strategic Communications for Senator Ifeanyi Ubah — Anambra South, 2019
The Outcome On February 23, 2019, Ifeanyi Ubah won the Anambra South senatorial election on the YPP platform with 87,081 votes. INEC's declared results recorded PDP's Chris Uba with 52,462 votes, APGA's Nicholas Ukachukwu with 51,269 and APC's Andy Uba with 13,245. INEC Nigeria The result gave YPP the Anambra South Senate seat despite competition from candidates representing the country's larger political parties. The Court of Appeal subsequently upheld Ubah's election in October 2019.
The challenge
Our approach
The Social Metrics Approach:
Strategy → Narrative → Content → Media → Digital Amplification → Public Engagement
For Social Metrics Ltd, the 2019 Anambra South project remains a case study in managing strategic communications for a candidate competing in a crowded political environment while running on the platform of a comparatively smaller political party.
The story
The engagement illustrates Social Metrics Ltd's approach to Integrated Political Communications: developing a coherent campaign narrative, coordinating media and digital messaging, translating political programmes into audience-friendly communication, and maintaining message consistency throughout an electoral campaign.
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