The Impact of Strategic Planning on the Success of Media Campaigns: A Case Study of a Government Campaign on Social Media

Abstract

This research aims to analyze the impact of strategic planning on the success of digital media campaigns, through a case study of a government campaign launched via social media in Iraq. The study was based on the basic premise that professional planning based on audience analysis, goal setting, and the selection of appropriate communication tools leads to more effective results in terms of engagement, dissemination, and influencing audience behavior. The study relied on a descriptive-analytical approach, supported by a content analysis of digital campaign posts and measuring the level of public engagement in terms of likes, shares, and comments. Previous literature on digital campaigns, government communication strategies, and the role of social media in supporting institutional messages was also reviewed.The results of the analysis showed that strategic planning contributed significantly to the campaign achieving its objectives, particularly through the use of interactive media such as short videos and infographics, the careful timing of publication, and the clarity of the messages. However, some challenges were noted related to weak feedback and coordination between official bodies. The study concluded with a series of recommendations, most notably: the need to unify government efforts in digital campaigns, train media personnel in communications planning, and establish digital feedback units within each media campaign.