CASE STUDIES
From From Zero to 283,000
How Better Said built a first-time candidate's political voice from a blank slate to a local personality.
7,955
Eligible voters in the division.
90
Days from blank slate to polling day.
Background
Jack Allen was a first-time political candidate standing for Norfolk County Council in the Nelson and Southtown division of Great Yarmouth, a hyper-local electorate of approximately8,000–10,000 residents.
Before this campaign, he had no political profile, no public-facing social media presence, and no existing audience to build from. Better Said was engaged to create one from the ground up, in 90 days, on a platform chosen specifically for the electorate: Facebook.
The Challenge
Making a new voice heard
in a low-awareness race
County Council elections are among the least visible in British politics. Candidates rarely generate organic interest, voters are harder to reach, and first-time candidates face a credibility gap that national party messaging alone cannot close.
Zero starting point
No followers, no content history, no prior public profile. Every metric began at zero.
Access & trust
Reaching 8,000 residents requires precision, not broadcast. Generic content would miss the mark entirely.
Election type
County Council races rarely generate organic public interest, making every view earned rather than given.
Credibility before votes
First-time candidates must build trust before they can build a vote. That takes time, consistency and community relevance.
The Strategy
Enter Jack Allen
Better Said designed a Facebook-first content strategy for Jack, building a candidate presence that spoke directly to Nelson and Southtown residents about the issues affecting their daily lives, putting a human face on local politics in a way that national party messaging never can.
The Strategy
Facebook-first, community-first
Right platform, right voter
Facebook dominates among the 45+ demographic that decides county council elections. Instagram and TikTok would have reached the wrong people entirely.
Consistent cadence
90 days of regular posting built familiarity and trust with the local audience before a single vote was cast.
Local over national
Content focused on division issues (public services, street safety, SEND provision) not Green Party national messaging. Residents, not party members, were the audience.
Video-led storytelling
Reels and video posts drove the organic reach, giving Jack a face-to-camera presence that static posts alone cannot replicate.
The 8k electorate was reached multiple times over. In views alone, the campaign exceeded the size of the division over 35 times.
RESULTS & METRICS
Proof that local politics
can win online.
Starting from zero followers, the campaign reached multiples of the entire electorate in views alone, with an engagement rate that far exceeds typical political content benchmarks.
283,184
Total views
39,823
Total engagements
525
Net new followers
35.38x
The electorate, reached in views alone