Pakatan won war on social media, says Invoke

PETALING JAYA: A targeted social media campaign, driven by big data analytics, helped Pakatan Harapan sway the May 9 general election in its favour, according to Invoke Malaysia.

“Our social media strategy was to target fence-sitters using big data,” said Naim Brundage, chief marketing officer of Invoke Malaysia, a digital marketing agency that managed the social media accounts of 103 Pakatan candidates during GE14.