The latest Partisan Political Tech Review, moderated by Josef Lentsch (Partisan) and featuring Mark Thiessen (Meute) and Sam Lockwood (SmartRaise), explored the digital dynamics shaping the 2025 Dutch elections and broader European political campaigning. The discussion delved into how data-driven targeting, influencer content, and AI-assisted messaging are influencing political narratives, voter engagement, and campaign strategy amid new EU political advertising rules and persistent disinformation challenges.

From defensive to offensive narratives

Mark highlighted a fundamental ideological shift:

“There’s this battle going on between a new ideological block of radical right versus a fragmented center block.”

He noted:

“What was different in the Netherlands is that D66 went from defense to offense, saying, ‘Let’s create this new world together, but on our terms.’”

Echoing this, D66’s leader Rob Jetten stated on election night:

“Millions of Dutch citizens today turned a page, bidding farewell to politics characterised by negativity, hatred, and an endless 'no we can't'.”

This confident and optimistic narrative proved electorally successful and marks a crucial evolution for center parties facing today’s polarized landscape.

Digital infrastructure and user experience as campaign foundations

Sam emphasized the importance of investing in solid digital systems:

“Successful campaigns invest in the plumbing — consolidating data into one system, focusing on user experience, personalization, and making digital fundraising and mobilization easy and accessible.”

Campaigns like D66 excelled by focusing on fundamentals rather than flashier tactics, blending digital tools with traditional mobilization channels to engage and convert supporters effectively.

The changing role of social media and emerging platforms

Mark observed how media strategies are evolving:

“Social media advertising’s role was less influential than before, with budgets shifting to television and out-of-home ads. Podcasts emerged as essential platforms for party leaders to reach voters and opinion leaders.”

He noted that while TikTok remains tricky for traditional political messaging, nascent platforms like Twitch show promise for future engagement with younger audiences.

The persistent challenge of disinformation

Mark cautioned:

“AI-generated content in anonymous groups continues to play a silent but pervasive role.”

Despite tighter regulations on paid political ads, disinformation tactics adapt and persist, complicating both campaign strategy and democratic processes’ integrity.

Balancing innovation with fundamental organizing

The webinar emphasized that AI and digital tools aren’t magic bullets. Lockwood explained:

“Campaigns must complement technology with grassroots organizing — door-knocking, events, direct voter contact — to build trust and genuine engagement.”

The future of campaigning lies in blending data-driven sophistication with human connection and storytelling, all while adapting to new regulatory realities.

Looking ahead: adaptation and opportunity

The new EU political advertising rules represent a structural shift. Sam noted:

“Focusing on user experience and community organizing foundations positions campaigns to leverage new digital tools effectively.”

Mark added:

“Crafting forward-looking, compelling narratives is vital to competing ideologically with polarized opponents.”

For political professionals, these insights form a blueprint: embrace authenticity, build strong infrastructure, integrate new and traditional tactics, and lead with meaningful narratives in a fragmented yet digitally interconnected electorate.

👉 For today’s campaigns, the future belongs to those who combine technology, storytelling, and community to earn — not just buy — attention.