How Strategic Social Media Campaign Helped Kulanu Party Secure 70,000 Votes in Just 3 Weeks

We worked through three essential stages: strategy, planning, and execution, with most of the effort focused on the strategy.

• Strategy: Every strong campaign starts with deep strategic thinking. We began by developing a clear strategy, defining our goals, outlining timelines, and building a roadmap to guide the entire marketing effort.
• Planning: This is where we translated strategy into action. We evaluated all available marketing channels to decide where to focus, which platforms best fit the target audience, and what messaging would resonate most.
• Execution: With the strategy and plan in place, we moved into execution, bringing everything to life, step by step.

Throughout the process, we followed the Marketing Map model, which asks six key questions: Who, What, Why, How, Where, and Which. These guided us in every stage:

• Strategy: What are we promoting? Why now? And who are we trying to reach? Knowing our audience, their behaviors, interests, and mindset, is critical. Without it, even the best campaign can miss the mark.
• Planning: What tools will we use? How and where will the campaign run?
• Execution: Time to activate the plan and make it happen.

Turning Modesty into Messaging

Moshe Kahlon is known for his modesty, a trait that might seem like a political weakness, but became a powerful asset in our campaign. Instead of hype, we focused on facts, impact, and real-life stories.

Ask the average Israeli what Kahlon is known for, and two things usually come up:

1. Slashing cellphone prices as Minister of Communications
2. Launching the affordable housing plan as Finance Minister

But his achievements went far beyond that. The challenge? He wasn’t shouting about them like most politicians do. His modesty meant much of the public simply wasn’t aware.

So we leaned into modesty – Kahlon gets things done quitely, and people feel the results in their everyday lives.

While he kept working quietly behind the scenes, we stepped in to spotlight his accomplishments. No drama. No typical political games. Just clear, honest communication about how his policies improved people’s lives.

That led to our core creative hook:

“Kama Kesef” (Hebrew for “How much money?”), as in – How much money did you save thanks to Kahlon?

The tone stayed light and relatable, but always backed by proof.

Connecting Online to Offline: Tactical Breakdown

Step 1: Categorizing Achievements

We identified Kahlon’s six most impactful economic wins:

1. Daycare savings per child: 300 ILS/month/child
2. Lower customs and tax rates: 2,000 ILS/year/family
3. Reduced mobile bills: 800 ILS/month/family
4. Salary bumps for combat soldiers: 540 ILS/month/soldier
5. Minimum wage increases: 1,000 ILS/month/salary
6. Tuition savings for discharged soldiers: 6,804 ILS/discharged soldier

Step 2: Creating Banknotes for Achievements

We designed fictional banknotes featuring Kahlon’s portrait, each tied to one of the 6 economic wins including the exact amount of money that was saved to the specific target audience:

Step 3: Building a Dedicated Minisite

We built a mini-site called “Kama Kesef”, where each banknote, representing a specific achievement, linked to a unique landing page featuring:

• A short video interview with a real person impacted by that benefit, tailored to a specific target audience (for example, a mom explaining how much she saved on daycare), and optimized for the platform it appeared on.
• A written story providing full context behind the policy and its impact

No actors. No scripts. Just authentic stories from Israelis whose lives were directly improved by Kahlon’s policies.

Here’s an example of a mother with her child thanking Kahlon for saving her 300 ILS per month on daycare:

And here’s the landing page of this economic win:

Why Storytelling?

Because people connect with people. Good marketing starts with good storytelling, and when you’re backed by real-life impact, there’s no need for gimmicks. We also knew that:

• Numbers build trust
• Faces build connection
• Stories build memory

This was our first real online/offline touchpoint. These banknotes were our content, but also a conversation starter in the streets.

We distributed them in person, at campaign centers, train stations, and filmed public reactions in real time. We wanted to reach both digital natives and offline voters.

How “How Much Money” Became a National Conversation

Our main goal was clear: generate as much exposure as possible to raise awareness, spark meaningful engagement, and make the message resonate with the public.

From the moment we launched, multiple marketing efforts ran in parallel:

1. Driving Traffic to the minisite

We pushed traffic to the Kama Kesef minisite using every relevant marketing channel – Google, Facebook, Instagram, and various media partners.

• Google Ads
  • Search campaign targeting queries like “Kama Kesef” (“how much money”)
  • GDN campaign (Google Display Network), using interest-based targeting around news and politics
  • Remarketing campaign, to stay top of mind with people who had already visited the site, this time with a deeper, more action-oriented message
  • YouTube campaign, using the videos we created for each audience segment in a personalized and direct approach
• Facebook & Instagram
• Campaigns focused on traffic, video views, and post engagement
• Story placements on Instagram for visual impact
• Custom audiences tailored to specific target groups, ensuring maximum relevance and higher conversion rates:
  • Daycare savings: Women aged 25–40 interested in parenting, pregnancy, and childcare.
  • Customs and tax savings: People interested in eBay, AliExpress, Amazon, essentially bargain hunters and online shoppers.
  • Soldiers: Active duty soldiers (ages 18–21) and recently discharged soldiers (ages 21–24) with military-related interests.
  • Minimum wage: Salaried workers in various industries such as education, cleaning, arts, marketing, and management.
  • Mobile savings: Broad targeting, all Israelis.

2. Viral Video Campaign Featuring Vania

We produced a short comedic video starring Daniel Swisa as “Vania”, the beloved character from the TV show Shnot Ha’80. Vania is not only a familiar face on Israeli television, but also a popular social media personality strongly associated with Israel’s middle-class audience.

In the video, Vania humorously explains why he decided to “print new money” and distribute it across the country:

We promoted the video heavily through YouTube and Facebook ads and it reached 638K views. Since it had viral potential, we targeted the entire Israeli population to make sure we didn’t miss a single pair of eyes. This gave us massive reach at an extremely low cost, the video got hundreds of thousands of views within just a few days.

At the end of the video, Vania delivers a clear call-to-action: “Search ‘Kama Kesef’ on Google.”

This drove users back to the funnel, only now, they were actively searching on their own. This increased the likelihood of deeper interest and, ultimately, more votes for Kahlon.

3. On-the-Ground Activation with Vania

We took the campaign offline as well. Vania boarded Israel Railways and traveled from north to south, handing out the custom banknotes to passengers, turning Kahlon’s economic wins into physical, memorable experiences and spreading awareness face-to-face.

It’s important to note: just several weeks before the election, polls showed Kahlon’s party wasn’t even expected to pass the electoral threshold.

In the end, we were just 1,500 votes away from securing a fifth seat in parliament, which would’ve saved Israel from a second (and eventually third) election round. That’s how close we were.

Here’s a short video of Moshe Kahlon personally thanking our team after the win: