How Political Marketing Helped Kagawad Noel Win His Local Election
A Local Election Strategy by Clarq & UpBrand Team
Starting Out
When Kagawad Noel sought help with his local election campaign strategy, he carried the weight of a recent defeat. A Captain reservist in the Philippine Army and a man of integrity, he had all the qualifications to serve his community. Yet, in his previous run as an independent candidate, he had been overshadowed by more charismatic, outgoing opponents. They knew how to work a crowd with entertainment and humor, while Noel’s less candid demeanor left voters feeling disconnected.
In a barangay where voters were used to lively, fun-loving candidates, Noel’s straightforward nature wasn’t enough to earn him the seat he sought.
“I’m not the type to dance for the crowd,” he admitted. “But I have the heart to serve.”
The Challenge in Crafting a Winning Local Election Campaign Strategy
The problem was clear. While voters respected his military background, they gravitated toward the candidates who felt approachable and fun. Noel, with his no-nonsense style, didn’t quite fit that mold. His platform focused on security and service, both admirable, but lacking the lighthearted appeal that could make voters feel they knew him on a personal level.
I knew we needed to show a different side of him. He had to be more than the serious soldier in voters’ minds. We had to find a way for him to connect—and make them smile.
The Breakthrough
I proposed something a little unorthodox: “Kape with Kagawad”, a podcast series where Noel could engage in casual conversations over coffee. The idea was simple—he’d discuss local barangay issues but in a relaxed, candid way. This wasn’t just about being a politician; it was about showing Noel as a person, sitting down with the community for a friendly chat.
Next, we tackled his social media. While his campaign had been focused on policy, we needed to loosen things up. The new posts were a hit, featuring humorous quotes like “Share this post para pumuti ang kilikili mo” (a playful reference to Filipino superstitions). These were designed to be shareable, funny, and relatable—just the kind of content voters loved.
The Result
And guess what? It worked. As Noel’s campaign materials began circulating, his social media following grew, and so did his appeal. Suddenly, voters saw him not just as a military man, but as someone they could relate to, someone who understood their everyday lives.
Noel ended up placing second in the Kagawad election in Nayong Kanluran—a huge victory after his previous loss. His success was so overwhelming, in fact, that we had to pull back some of the materials per his party’s request, as his personal brand was starting to outshine their collective campaign.
While it was bittersweet to take down those posts, one thing was clear: Noel had become more than just a candidate. He became someone people could relate to. And in a local election, that made all the difference.
Hi, I'm Clarq
As a strategic brand builder and creative problem-solver, I bring 15 years of experience in brand management, team development, and fostering business relationships that drive lasting results.
