While the sausage sizzles have cooled and the corflutes have come down, the 2025 election campaign left behind some good learnings for comms and marketing teams.
Authenticity wins the day
Labor’s campaign stuck to a steady drumbeat: cost-of-living relief, housing and a boost to Medicare. Meanwhile, Peter Dutton’s campaign swung in a few different directions after an early misstep on work from home policy. Voters responded better to consistency than chaos.
The takeaway: Be real. Authenticity and clarity are the safe bet for a reason.
Know your audience or risk losing them
The Coalition lost over a million first-preference votes compared to 2019. That’s not just a bad day at the office, that’s a massive disconnect. Labor’s messaging appealed across age groups, while the Liberals struggled to win back disenchanted moderates or make inroads with younger voters.
The takeaway: Get to know your audience – and make sure they are actually the right audience!
Timing matters
The Coalition released major policies just days before the election. Great, except more than 2.2 million Australians had already voted by then. By the time policies on energy and tax cuts hit the news cycle, many voters had already made up their minds. It’s like launching a new product the day after your customers finish shopping.
The takeaway: Understand the timing that matters to your audience – not just what works for your brand. Don’t wait until the audience has switched off to deliver your message.
Every detail counts
In the NSW electorate of Bradfield, independent Nicolette Boele led Liberal Gisele Kapterian by just 40 votes, a margin thinner than a democracy sausage. This tight race showed the power of grassroots hustle and local engagement. It also gave every door knock and corflute campaign a moment of glory.
The takeaway: Small things matter. Sweat the details, they could be your difference-maker.
Consistency is key
Labor’s campaign stayed in its lane. Whether on stage, screen or social media, the messaging didn’t budge. The Coalition, on the other hand, sent mixed signals on climate and energy policy that left many voters confused. Consistent storytelling won the day.
The takeaway: Don’t confuse your audience. Align your message across every channel and stick to it.
Be flexible
Staying the course doesn’t mean continuing to power ahead on a path to nowhere.
While the Greens and One Nation both underperformed, smaller players like Legalise Cannabis Australia made unexpected gains. Voters showed they are willing to look outside the usual suspects. It’s a reminder that the landscape shifts quickly and comms strategies need to keep up.
The takeaway: Monitor the mood and be ready to adjust when needed.
Have fun, but don’t forget substance
Prime Minister Anthony Albanese’s use of the phrase “delulu with no solulu” during a parliamentary session, a nod to Gen Z slang, showcased an attempt to connect with younger voters. While it garnered attention and laughs, it also highlighted the fine line between relatability and cringe.
The takeaway: Injecting humour and pop culture references can humanise your brand, but ensure they align with your core message and audience expectations.
Kendi Burness-Cowan