campaignscro

Marta Stożek

Election campaign: from strategy to execution

New Left Election CommitteeMay - October 2023Visit website ↗

Designing an entire election campaign from strategy to execution was a huge challenge — and a great opportunity for professional growth. On this project I went beyond the role of a product designer to become a campaign designer (a spin doctor). The campaign lasted only a few months on a relatively small budget, so I had to plan the team's work carefully and find solutions that were effective yet inexpensive. Another challenge was meeting the specific legal requirements of election campaigns. I had to study the regulations closely so as not to expose the election committee to problems. For example, the electoral code states that a candidate may not directly state their membership of a party if they are not running on that party's list. So I had to make martastozek.pl compliant while still signalling to visitors that she was a Razem candidate — without saying so outright.

Graphic design

This was a new and interesting challenge, because I had to combine my design skills with knowledge of politics and social communication. My main task was a website design that would be attractive, functional and consistent with the visual identity of the Razem party the candidate came from — while respecting the constraints of the electoral code. To do this, I: Analyzed the needs and expectations of the site's users — potential voters, supporters and Razem activists — studying their demographics, preferences, motivations and problems. Analyzed competitors and inspiration — other political and social websites, Polish and foreign — examining their strengths, weaknesses, trends and best practices. Analyzed the communication strategy and goals of the Razem party and of Marta Stożek — their mission, vision, values, program, slogans and narrative. Based on this, developed the concept and graphic style of the site, consistent with the Razem visual identity, using a moodboard, style guide and wireframes. Given the small budget, the team and I built an organic-traffic strategy around a system for submitting, signing and sharing petitions about local issues in the candidate's constituency. This earned us real engagement — people shared the petitions on their social media and commented actively on the candidate's posts. Once elected, as an MP she would file parliamentary interpellations on her constituents' matters. The idea set her apart as someone who actually works for Wrocław rather than just "hanging on banners." In Figma I designed a clear, functional homepage: it opens with the campaign spot, briefly introduces the candidate, presents the program pillars, shows local petitions and completed initiatives, invites people to open meetings, presents the latest TikToks, shares campaign news, dispels doubts with a Q&A, and ends with a strong call to action to declare intent to vote and sign up for an election reminder. I designed the "About me" page, presenting the candidate from a family, professional and activist perspective. I designed the "Election program" page, built on 4 pillars: Safe family, Stable work, Human rights, and Climate and environment. I designed the "Local issues" page, listing all 107 petitions by district, with a petition map and search. I designed the petition pages — each petition can be linked to the person who reported the issue and to a #ekipaSTOŻEK member who looks after it. I designed the "Events" page, where users can sign up for an event and add it to their calendar. I designed the "#ekipaSTOŻEK" page, introducing the people working with the candidate. I designed the logic and layout of the "I'm voting" page, where users answer a few simple questions to confirm they're eligible to vote for the candidate.

Implementation in Webflow

We had no developers to help me code and deploy the site, and a limited budget that ruled out hiring an outside firm, so I decided to build and ship it myself. I used Webflow, a tool for creating interactive, responsive websites without writing code. It saved time and effort, avoided technical errors, and gave me full control over the site's look and behavior plus the ability to integrate with other web tools. During implementation I used, among others: Grid — to create a two-dimensional layout, easily adapting elements to different resolutions and devices. Flexbox — to create one-dimensional layouts. Components — to add and reuse ready-made elements with predefined styles and functions. Variables — to create and manage values reused across the site. Style selectors — to create and manage the rules defining the look and behavior of elements.

Google Tag Manager

I also added and edited tags via Google Tag Manager. My tasks included: Creating an account and container in Google Tag Manager. The account stored and managed all my tags; the container was a set of tags, variables and rules tied to a specific site or app. I created an account and container for martastozek.pl and added the container code to its source. Adding and configuring tags. Tags are scripts fired on the site under specific conditions. I added and configured them via the GTM interface, choosing the right templates, variables and triggers. Tags I added included Google Analytics, Google Ads, Facebook Pixel, Livesession, Mailchimp, Google Maps and others. Testing and publishing tags. Before publishing, I tested them using GTM's preview and debug mode, checking they fired at the right moment and collected and sent the correct data. Monitoring and optimizing tags. After publishing, I monitored their effectiveness and impact on site performance using Google Analytics, Google Search Console, PageSpeed Insights and other tools. This work increased the site's functionality and analytics, and made tag management faster and easier.

Google Analytics

I also used Google Analytics for quantitative analysis of our site and campaign. My tasks included: Installing and configuring the Google Analytics code on martastozek.pl — added to the container and deployed via Google Tag Manager. Creating and customizing reports — sets of data and charts showing different aspects of the site and campaign. GA offers many ready-made reports (audience, acquisition, behavior, conversions) that can be browsed and filtered by various criteria. Analyzing and interpreting the data, which helped me assess the effectiveness of the site and campaign and identify strengths, weaknesses, problems and opportunities. Drawing conclusions and acting on the data. This work helped me better understand our site, campaign and audience.

Livesession

I also used Livesession for qualitative UX analysis of our site and campaign. My tasks included: Installing and configuring the Livesession code on martastozek.pl — added to the container and deployed via Google Tag Manager. Selecting sessions to analyze. Sessions are recordings of user behavior that can be replayed, filtered and analyzed. Livesession offers many filtering options by user segment (location, device, traffic source, behavior). Watching and analyzing sessions, which let me observe and interpret user behavior and uncover their opinions, emotions, motivations and problems — using the session player, heatmaps, analytics, comments, tags and surveys. Drawing conclusions and acting on the sessions. This work helped me better understand our site, campaign and audience.

Google Ads

I also co-created the Google Ads campaigns, one of the main tools for communicating and promoting the candidate online. To do this, I: Analyzed the keywords most often searched by potential voters and Razem supporters. Analyzed the candidate's advertising goals and strategy — setting budgets, target groups, locations, schedules, conversion tracking and campaign optimization. Developed the concept and copy for ads that answered potential voters' needs and problems. With #ekipaSTOŻEK developed the ad types and formats: search text ads (acquiring new visitors), display ads (remarketing), and YouTube video ads (boosting views of the campaign spot). Monitored results and analyzed the data, introducing improvements and optimizations. The work produced 73 unique Google Ads creatives. They were shown 1,253,349 times and drew the attention of many potential voters and supporters. The ads generated 10,559 conversions at an average cost per conversion of PLN 0.26 — a highly cost-effective form of advertising.

Meta Ads

I also co-created the Meta Ads campaigns. To do this, I: Analyzed the target audience — their demographics, interests, behaviors and preferences. Analyzed the candidate's advertising goals and strategy — developing the budget and schedule and configuring conversion tracking and optimization. With the team developed the concept and copy for the Meta Ads. Developed the ad types and formats: News Feed ads (brand awareness, engagement and site traffic), Reels and Stories ads (boosting video views), and Messenger ads (driving messages to the candidate's live chat). Monitored results, exchanging hundreds of messages with Meta and Google Ads support along the way. The work produced 40 unique Meta Ads creatives. They were shown 387,785 times and generated 7,843 conversions at an average cost per conversion of PLN 0.19 — a very cost-effective form of advertising.

Agorapulse

As part of co-running the social media, I rolled out Agorapulse, which let us manage all our social accounts in one place, including: Planning and scheduling content Monitoring audience interactions Analyzing results The rollout went in several stages: Needs analysis — I first analyzed the needs of the social-media team. Tool selection — based on that, I chose Agorapulse, which met all requirements: intuitive to use, with a wide range of platform-specific settings. Configuration — I configured the tool to the team's needs. With Agorapulse we achieved: Higher team efficiency — automating tasks let the team focus on the more creative aspects of content. Better visibility and control over social-media activity — reports and analytics helped the team understand performance and make better decisions.

SEO optimization

I was also responsible for SEO — the site's ranking in Google — and for monitoring its results in Google Search Console. To do this, I: Reviewed the site I had built to detect potential errors and shortcomings, examining loading speed, responsiveness, accessibility, linking, keywords, tags, microdata and more. Made the necessary fixes and improvements based on the review. Registered and verified the site in Google Search Console. Regularly checked and analyzed the data: Performance (impressions, clicks, average position and average CTR), Coverage (the number and status of indexed or excluded pages), and Enhancements (the quality and validity of various site elements). Made further fixes and improvements based on the Search Console data. This improved the site's SEO, visibility and relevance in Google. During the campaign the site received 36,000 impressions and 5,400 clicks from Google search results.

Personalized campaign billboards

I also created and placed campaign billboards at bus and tram stops. My tasks included: Creating the billboard content. Each billboard referred to a specific petition, and its location in the city matched the petition's topic. For example, at a stop in the Różanka district we placed a billboard about a petition to reduce noise from a military shooting range, and at a stop in Brochów one about a petition for a footpath on the Brochów viaduct. Adding and generating links and QR codes to the petitions, enabling quick access to the petition page. For example, for a petition about a single ticket covering MPK and KD, I generated the link martastozek.pl/001 and a QR code pointing to the same address. Placing the billboards at the stops — large posters visible and legible from a distance. This work increased the candidate's and campaign's recognition and popularity.

Co-organizing press conferences and voter meetings

I co-organized press conferences and voter meetings to promote the candidate. My responsibilities included: Preparing and editing invitations for journalists and press notes, and creating graphics to make the materials more appealing. Distributing invitations and press notes to local and national media, sending them well in advance based on each outlet's publication frequency and personalizing the messages. Running live broadcasts from press conferences and voter meetings on all the candidate's social channels — Facebook, Twitter, YouTube and Instagram — using an ATEM Mini Pro and Restream.

Social-media live streams

I also created and broadcast live videos using an ATEM Mini Pro and a Rode NT-USB+. My tasks included: Justifying why we needed this equipment — its benefits and features, costs and where to buy it. Configuring and testing the ATEM Mini Pro and Rode NT-USB+ with ATEM Software Control and Rode Connect, which gave access to all settings: resolution, format, image and audio speed and quality, transitions and visual effects, audio level and balance, compression, noise gate and audio effects. Broadcasting live with the ATEM Mini Pro and Rode NT-USB+ — connecting to streaming platforms such as YouTube, Facebook, Instagram and TikTok, reaching thousands of viewers.

Mailchimp Journey

The goal was to build audience engagement and loyalty through email-marketing automation. To do this, I: Developed the concept and scenarios for Mailchimp Journeys triggered by specific site actions — e.g. signing a petition, reporting a local issue or registering for an event. Chose the right entry points, rules and actions. For example, one entry point was "VIP tag added," marking a high-value contact. After 3 days, if they hadn't opened the message, I sent a reminder; if they opened it but didn't sign the petition, I sent a motivational message; if they signed, I sent a thank-you and an invitation to meet the candidate. Tested and optimized the Journeys, tracking metrics such as recipients, open rate, click rate, conversion rate and unsubscribe rate. This work increased audience engagement and loyalty.

Mailing

Together with Rienka Kasperowicz, I planned and ran an election-reminder mailing to encourage potential voters to cast their vote for the candidate. My responsibilities included: Preparing the recipient database from people who had registered on our website. Sending the mailing on the Friday before the pre-election silence period, using Mailchimp. Monitoring the results — recipients, open rate, click rate, bounce rate and other metrics. The mailing achieved a 40.36% open rate (nearly half the recipients opened and read it) and a 12.15% click rate, with a low 2.34% bounce rate — meaning only a small share failed to reach recipients.

MMS

I also handled the MMS campaign, used to send recipients a short, eye-catching reminder about the election and the candidate. My tasks included: Preparing the recipient phone-number database from people who had registered on our website. With Krzysztof Markowski and Tymon Rzewuski, preparing the MMS content and graphics with a short message encouraging a vote for Marta Stożek. Sending the MMS via an SMS API. Monitoring results — recipients, delivery rate and other metrics. The MMS achieved a 73.99% delivery rate, meaning most numbers in the database were valid and active. It met our goals and exceeded the average results for political MMS.

Contracts, ordering and invoicing

I also handled administrative and financial matters tied to the campaign. My tasks included: Drafting contracts with suppliers of services and products needed for the campaign — copywriters, print shops, courier firms, photographers, designers, moderators, consultants, volunteers and others — making sure they were lawful, fair to both sides and protected the committee's interests. Placing orders for the services and products needed — banners, flyers, posters, stickers, merchandise, domains, hosting, software, equipment, venue rentals and more. Settling invoices, ensuring they were correctly issued, paid and accounted for.

Terms of service, privacy policy and accessibility statement

I also handled legal and technical matters for the site. My tasks included: Writing the martastozek.pl terms of service, setting out the rules for using the site, the conditions for submitting, signing and sharing local petitions, the parties' rights and obligations, and how disputes and complaints are resolved. Writing the privacy policy, informing users about what personal data the site collects, processes and shares, and ensuring it complied with the law — particularly GDPR. Writing the accessibility statement, describing how well the site is adapted to the needs of people with disabilities.

Handling GDPR requests

I also handled matters related to the right to be forgotten. My tasks included: Receiving data-deletion requests from martastozek.pl users wishing to exercise the right to be forgotten, submitted via the site's contact form or by email. Checking whether the requests met the conditions set out in GDPR. Fulfilling the requests — removing the user's personal data from the site's database and from other sources such as the local-petition system, Mailchimp, Google Analytics, the SMS API and others. Informing users of the outcome with an email confirming the deletion. This work ensured GDPR compliance and protected the rights of martastozek.pl users.

Petitions in neighborhood FB groups

I also promoted the campaign on social media. My tasks included: Joining neighborhood Facebook groups for residents of constituency no. 3 (Wrocław), where Marta Stożek was running. Posting links to local petitions on various resident issues — such as a public nursery in Klecina or fewer alcohol points of sale. Encouraging group members to sign, share and comment on the local petitions. I kept my posts interesting, persuasive and within each group's rules — never spamming or imposing my views, but holding a constructive dialogue. Monitoring members' activity and reactions to the local petitions. This work increased the campaign's reach and popularity.

Campaign fundraising

The goal was to secure independent campaign funding, build audience trust and loyalty, and strengthen the candidate's image as a modern, transparent politician. To do this, I: Contacted a representative of the National Clearing House (KIR) responsible for the PayByNet service's support, and agreed the terms and procedures for implementing it on the candidate's site. Designed and configured a PayByNet-based fundraising system on the site. I created a dedicated "Donate" page with information on the campaign's goals and costs, plus a form for entering the amount and transfer details. Unfortunately the project ran into organizational obstacles and was ultimately deployed in a reduced form.

Voting advice applications

I also created and refined answers for voting advice applications (latarniki wyborcze). My tasks included: Drafting answers to statements consistent with the program and messaging of the Razem party and Marta Stożek. Consulting the candidate and the team on answers that were controversial, ambiguous or needed extra explanation. Sending the finished answers to the bodies running each tool. Also publishing the answers on the candidate's website. This work let us present our positions and proposals clearly and credibly.

Video subtitles

I also edited and added subtitles to TikTok videos. My tasks included: Transcribing dialogue from the video material using veed.io, which auto-generates text from audio, then checking and correcting spelling, grammar, punctuation and style. Adding subtitles using each platform's native features, and burning them in for platforms without subtitle support. Publishing on platforms such as Facebook, Instagram, Twitter and YouTube. This improved the quality and accessibility of our content and increased audience engagement and loyalty.

Influencer marketing

I also built and maintained relationships with people who have a large reach and influence on social and online media. My tasks included: Finding and selecting influencers and podcasters matching our campaign's profile and goals, using tools such as BuzzSumo, Influencer Marketing Hub and Briefme, choosing those aligned with our mission, vision and values — among them SynMojegoTaty, Paulina Matysiak, Odsłuch Społeczny, Lewi Prawią, Ralindel and ka.per. Reaching out and negotiating cooperation terms, presenting our offer and inviting them to collaborate. Coordinating and monitoring the cooperation. Building and maintaining long-term relationships. This work increased the candidate's and campaign's recognition and popularity.

Google Workspace

I also configured Google Workspace and handled Gmail, answering emails to the committee. My tasks included: Creating and managing a Google Workspace account for the campaign, which let me create and use a custom email address on our domain: kontakt@martastozek.pl. Creating and managing a Gmail account for the campaign, used to receive and send email from our custom address. Answering emails to the committee — messages from people interested in the campaign, such as potential voters, volunteers, partners and media. This work improved our campaign's communication and organization.

Campaign phone number

I also used the PRIV service for phone communication with our audience. My tasks included: Activating an additional phone number in the PRIV app, which supports up to three extra numbers. Sharing the campaign number with the whole team by installing the app on their phones. Communicating with our audience via the additional number from our private phones — without revealing our private numbers. This improved our campaign's communication and organization while protecting our privacy and the confidentiality of calls.

Live chat

I also handled the live chat, answering messages from voters. My tasks included: Installing and configuring LiveChat on martastozek.pl — a widget at the bottom of the page that lets visitors start a conversation with our team. Creating and customizing chat scenarios — among them: a greeting, an introduction, an invitation to ask a question, sharing information about our program and proposals, encouraging petition signatures, thanks and a sign-off. Answering voters' messages on behalf of the candidate. This work increased our audience's engagement and satisfaction.

Remarketing

I also built remarketing campaigns together with dedicated landing pages. My tasks included: Creating and segmenting remarketing lists in Meta Ads and Google Ads — for example, a list of people who visited the site and viewed our program but didn't sign any petition. Creating and launching the remarketing campaigns in Meta Ads and Google Ads. Building and deploying dedicated landing pages — destinations for users from the remarketing campaign, presenting the candidate's political offer tailored to the visitor's profile. This work increased the number of votes.

Result

Local government campaign '24 In 2024 I ran an analogous campaign for Marta Stożek to the Lower Silesian Regional Assembly. She won the seat — securing 13,369 votes in a much smaller constituency than in the parliamentary election. Team Candidate: Marta Stożek Campaign designer: Jakub Nowak Team coordinator: Krzysztof Markowski Photo/Video: Tymon Rzewuski, Dawid Majewski, Krzysztof Bełkowski Copywriting: Rienka Kasperowicz, Reinan Janikowska, Daria Szklarewicz, Katarzyna Hałdys IT consulting: Rafał Pitoń Razem branding: Sebastian Jagła

UX/UI Design

zandberg2025.pl

Adrian Zandberg's presidential campaign