Best communications by a private sector organisation 2015

The Conservatives were the second most talked about party, with 12.2 million interactions from 2.5 million people, followed by Labour with 9.7 million interactions from two million people, while the Liberal Democrats trailed with just two million interactions from 688,000 people.

Facebook used the ongoing insights from its data to create news angles for the media in the run up to the election.

Finally, Facebook took the data derived from online interactions about the election to create content for the media and, in the week before 7 May, to light up the Coca-Cola London Eye from 9.30pm, effectively turning the iconic landmark into a giant pie chart.

The level of discussion was reflected in the colour of lights on the wheel, with the largest party, issue or party leader commanding a larger slice of the London Eye.

On the first night, the 135 metre high observation wheel was lit up to reflect the proportion of conversations online about each political party. On the night before Election Day, the visualisation reflected the number of discussions about leaders of each of the political parties.

The campaign generated 296 pieces of national and regional coverage and 78 million election-related interactions from more than 12 million people while 39 per cent of people on Facebook in the UK said they were more likely to vote as a result of seeing political content on the platform.

And the Cabinet Office confirmed Facebook was the largest referrer of voter registrations on National Voter Registration Day.

‘This campaign was impactful, compelling and social,’ said the judges. ‘It changed behaviours and opinion.’