Intimate life, humor and Obama style: the keys to Larreta's digital campaign

The strategists in communication of Horacio Rodríguez Larreta
launched a digital campaign to show a more intimate and personal side of the head of the government of Buenos Aires, who will fight
reelection in the October elections.

Since the administration of the city, they seek to "strengthen" one of the main attributes that citizens emphasize Larreta in surveys:
"proximity". And pretend
to present him as "a modern and relaxed leader", a Buenos Aires official said
THE NATION.

The digital communication team has produced
a series of videos that reflect the candidate during
Your daily activities Larreta appears in emblematic places of the city and reveals aspects of his personality and his family. In one of the videos, he is having breakfast at the historic La Biela bar in Recoleta, while an badistant reads the major research done on Google about his figure. On the camera, Larreta says he's not shaving. "My hair is falling," he laughs. He also admits that he is a "fan" of Queen but that in his home, he hears "cumbia and reggaeton" for his daughters. And he talks about Barbara Diez, his wife and his "pbadion" for the race.

In another piece – a format inspired by Jimmy Kimmel Live's "Jimmy Tweets",
that Barack Obama popularized– Check out the memoirs and read reviews of his direction in the city posted on Twitter. "I present you as a healthy sidewalk, like Larreta," he says, celebrating his ingenious comment.

And a few days after the STEP, his team released a new format. The head of government yesterday shared a day with Juan Corraro, an industrial engineering student at UTN, who was chosen by the Buenos Aires Executive to take charge of his Instagram account. The young man posted videos of the applicant's activities – a jogging race in the Palermo woods or meetings with ministers and neighbors.

In the city they say that in
The digital campaign for the Buenos Aires elections is a "continuity" of the management strategy.
"The goal is to show a more everyday Horacio, not a finished candidate. Let it be seen as it is:
it's not a millennium, but it's modern, " An official explains. Larreta tries to project the image of a leader who "prefers to be in the street and not spend the day in offices". It also has an "urban" look. "Clothes are a way of understanding government, you need to be comfortable visiting works," says an official source.

Strategies and Advisors

The digital strategy is in charge of the undersecretary of communication of Buenos Aires, Federico Di Benedetto,
Larreta's close partner it's been years. Low profile, Di Benedetto is an important player at the table strategists: he works in digital communication and management "direct". He also badumes this role for the campaigns of the Government of Buenos Aires. In addition, he is one of the interlocutors of the city with Jaime Durán Barba and Santiago Nieto, who designed the general strategy of macrismo. "They are the guide," they said from an office in Uspallata. Di Benedetto has expanded his influence this year beyond the Patricios Park headquarters. A few months ago, he attended the national deputy and referent of the CUC, Mario Negri, for his campaign as a candidate for the governorship of Córdoba.

In collaboration with Di Benedetto, Ernesto Skidelsky is responsible for the Special Projects Unit (UPE) of Strategy and Digital Communication, another of the ideologues of the networking campaigns. And the head of strategic affairs, Karina Fernández, senior advisor to the head of the government, who advises on issues of style and positioning. Christian Coelho, deputy secretary in charge of the content, and the media secretary, Marcelo Nachón, complete the team.

Segmented messages

The digital campaign plan, they say, highlights the profile of Larreta and the "attributes" that characterize the polls:
"proximity" and completion of the works. The head of government travels through the 48 neighborhoods of the city and holds two neighbors' meetings a day during the campaigns. In macrismo, they are experts in
to study the claims of the so-called "square meter": what concern the citizen has when he opens the door of his house. They therefore monitor the neighbors' concerns according to the region where they live. The communication team
Use this data to create segmented messages by neighborhood, as do Macri and Vidal campaign strategists.

Larreta's campaign too
segmented content prepared for adult voters, disillusioned by Mauricio Macri or porteños who support Martín Lousteau, New incorporation of the ruling party. And they use Facebook, YouTube or Google advertising tools to direct these messages.

The team usually uses Facebook for the head of government to interact with neighbors. In general, Larreta participates in interviews in which he answers questions or comments from users, accompanied by Elisa Carrió, Lousteau or Diego Santilli. On Instagram, however, the communication team is putting on a more personalized contact: select an account to ask Larreta questions. Or, they broadcast an image of their family intimacy on Sunday. In social networks, votes are also sought.