The conservative campaign

Abstract

Andrew Cooper, a former Downing Street strategist and adviser to David Cameron, assesses and analyses the key factors behind the Conservatives’ victory. He reflects on how the Party developed its strategic messaging and, guided by Lynton Crosby, focused on the economy. This case was strengthened by the failure of the Labour opposition to formulate and promote a coherent response. Ed Milband was seen as a very weak opponent because many did not view him as a credible leader. Cooper also reflects on the Conservatives’ highly effective use of resources to engage with the micro-targeting of voters through use of social media platforms, notably Facebook, to build relationships with sections of the electorate.