Covering an elections is always a challenge. In Argentina in 2023 we celebrated 40 years of the return of our democracy but the disbelief in our political system was higher than ever. In the primary elections (where the Argentine population can choose which candidates are available to compete for the presidency) only 69% of the electorate voted (the second lowest since democracy returned to Argentina on 1989) and on the general elections it grew to 79%.
Javier Milei, an influencer turned politician, won the election. He became an anti-system leader who proposed to destroy not only traditional political parties, but also the State itself. Polls showed his voters were mostly under 30 years old and that social media was key in his strategy.
In the final election, all generations (boomers, X, millennials, and Gen Z) voted for him, indicating that distrust in politicians and in democratic institutions was a sentiment shared among all Argentinians.
So we faced a double challenge: how to engage an audience that was disinterested in the elections and to speak to multiple generations at the same time. With this objective in mind, we created multiple formats aimed at different generations gaining millions of views in just one month.
