Library
The Campaign Lab Library is a growing collection of what we’ve built and learned – from AI tools and field-tested guides to research briefings and campaign resources.
Everything here is made to be useful. Whether you’re running a local campaign, designing an experiment, or just looking for ideas, this is where we publish what might help others across the ecosystem.
Take what you need. Share what you can.
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This test examined how different peer-to-peer (P2P) SMS message framings affect member engagement during a time-sensitive Get-Out-The-Vote (GOTV) effort for an internal organisational vote. The core challenge was to identify whether more informational or narrative-driven messages could outperform a simple reminder in prompting members to respond and confirm participation before the voting deadline.
- Who's this helpful for: Campaigners
This pilot study explored whether living next to visible campaign materials, specifically garden stakes, affect voter turnout during elections. The underlying hypothesis was that visible signs of community political support might influence civic behaviour by fostering social norms around participation, signalling local engagement, or encouraging individuals to vote when they see that others nearby are politically active.
- Who's this helpful for: Campaigners
Through this test, we aimed to investigate whether online ads mentioning a candidate’s immigrant background perform better than those not mentioning it. We did this through a Facebook A/B test of two versions of the same ad, with this feature being the only difference.
The conclusion we reached is that, for broad audiences in a local election, the message that does not mention the candidate’s immigrant background works best.
- Who's this helpful for: Campaigners, Researchers
As a generally less engaged segment of the population, we were interested in testing out online mechanisms to engage migrant populations ahead of the 2025 local elections.
From March to April 2025 we worked with a civil society organisation focused on migrant empowerment on two Facebook ad campaigns. One of them observed the performance of a register to vote call for the immigrant population in English, compared to identical messages in a voter’s own language. The second one tested an immigration framing about the upcoming election against a civic duty framing.
- Who's this helpful for: Campaigners, Researchers
This test explored whether video-based infographics outperform static image ads in driving engagement and petition sign-ups among local constituents on social media. The campaign, focused on a local issue petition, aimed to determine whether converting a static ad into a motion-graphic video would improve reach, engagement, and conversion rates within an estimated audience of 10,000–50,000 Facebook users.
- Who's this helpful for: Campaigners
Relational campaigning is rising in importance, as an increasingly effective and personal persuasion method. In this context, we wanted to test whether distributing campaign mailers in the form of postcards in a relational, peer-to-peer way is more effective than delivering them through volunteers or posting it as a Facebook ad. Given the reduced capacity that local campaigns often have during elections, we wanted to understand which distribution method yields the most results when it comes to postcards, so that campaigners can maximise their reach. In this specific test, our measured outcome was the engagement with a QR code on the postcards linking to a survey for voters.
- Who's this helpful for: Campaigners