Koranga managed the online branding activity & reputation management of one of the leading political candidates in the 2009 Israeli elections – Tzipi Livni.
Tzipi Livni at the World Economic Forum 2009
Korangas’ activities included online personal reputation management of Tzipi livni and were managed & supervised By Korangas’ CEO – Sarit Harel.
The online activities were tightly coordinated with the offline PR office, its strategy and the required messages.
These activities were performed by a personal online reputation experienced team and included dedicated online reputation management technology.
Managing a Personal Brand is different from managing a company brand. There are important rules for such conduct and it includes much sensitivity and emotional involvement of sympathy or lack of sympathy to that specific person.
We succeeded to win the elections with Tzipi Livni and got the majority of the votes. The success was thanks to the correct online crisis management during the campaign, and thanks to the positive brand which was built under the name of Tzipi Livnis’ Prime minister Nomination.
The public chose her – and she won the majority of the votes.
There were many articles about this process (Mainly in Hebrew), one of them from PBS – Mediashift:
“Sarit Harel, a professional digital campaigner for the PR/advertising firm EuroRSCG-Israel, was the woman behind Livni’s social media campaign. Her first step, even before creating the official Kadima Party website, was creating Livni’s personal blog. This became the centerpiece of the online campaign, receiving around 20,000 unique hits a day leading up to the election. “The idea was to put Tzipi’s videos and message everywhere Israelis can be found on the Internet, and always mirror this same information on the blog,” Harel told me in an interview.
Harel’s strategy proved to be both effective and cheap. She found the most popular Israeli websites that allowed free, user generated content — Tapuz, Israblog, and The Marker — and uploaded videos of Tzipi Livni there for all of Israel to see. The videos were short, personal appeals to Israeli voters shot in intimate locations such as her home staircase or the inside of her limousine.”
