Pauline Hanson and One Nation

In 2013, Pauline Hanson came to The Social Tone, Poli PR's sister business, for help promoting her campaign for a New South Wales Senate seat. Saraya Beric set up and managed her Facebook page, Twitter and YouTube for the three-month campaign. With Pauline back in the party she founded, we also redesigned and updated the One Nation website and social media accounts. She didn't win the seat that year, but her Facebook page reached an audience of 2.3 million and the party finally looked professional online.

The brief was to rebrand Pauline and One Nation with a professional image. The party's colours, logo and fonts had been in use since 1997, so we refreshed the colours, had input into the new logo and built a digital-first approach, because most voters were now getting their news from social media and the web.

From 2014 we ran the marketing for the party and for Pauline. At the 2015 Queensland state election we designed campaign material for every One Nation candidate, and Saraya managed Pauline's campaign for the seat of Lockyer. With only a month to campaign after a snap election, Pauline came within 114 votes of winning.

Support kept growing, and so did the reach. In the month before the July 2016 federal election, Pauline's Facebook page had an audience of 8 million and 41 million organic and paid views. Saraya managed the 2016 federal campaign while serving as the party's Marketing Manager, National Secretary and Queensland Secretary. Pauline won her Queensland Senate seat, One Nation secured four Senate seats across the country and the party collected more than 500,000 votes nationally, earning $1.7 million in electoral funding.

Across those campaigns we delivered the website and online merchandise shop, CRM database management, Facebook, Twitter and YouTube set-up and management, candidate brochures and how-to-vote cards, merchandise and newsletter design, media liaison and media releases, advertising design and placement, event management and PR consulting.

One Nation and Pauline Hanson are previous clients.