The surprise election announcement made for a sluggish start to the campaign in most ways.
But the speed of digital meant the online campaign was up and running in minutes – in fact, as we’ll see, the shadow campaign was already being waged.
Every election, we talk about it being the biggest digital election. That’s not untrue. With five years between each vote, platforms move on – last time, TikTok was not the behemoth it is now, for example.
But this is different, for a very old-fashioned reason: money. Lots of it.
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First, though, the launches. Despite being in ostensible control, the Conservative effort was lacklustre.
Compare that to Labour, which put this slick video out within minutes.
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