This paper presents a comprehensive review of the political campaign strategies employed by the major political parties, the All Progressives Congress (APC), the Peoples Democratic Party (PDP), and the Labour Party (LP), in Nigeria's 2023 presidential election. It analyzes the convergence of traditional grassroots mobilization, identity politics, and a new wave of digital-native, youth-led activism. The study utilizes a desktop research methodology to synthesize insights from academic literature, media reports, and official documents. It is framed by a multi-theoretical approach, applying concepts from Political Marketing, Social Movement Theory, and the Political Economy of Clientelism to explain the complex interplay of party messaging, voter behavior, and electoral outcomes. Findings reveal that while the APC and PDP relied on a blend of traditional patronage networks and sophisticated digital messaging, the LP, fueled by the "Obidient Movement," pioneered a populist, grassroots-driven digital strategy that fundamentally reshaped the political landscape. The report uncovers a profound paradox: despite a record high in voter registration, the election suffered from a historic low in voter turnout, a phenomenon attributed to a deep-seated erosion of public trust, disinformation campaigns, and monetization of the electoral process. The conclusion posits that the 2023 election marked a critical juncture in Nigeria's democratic journey, where a new generation of voters demonstrated a powerful capacity for mobilization, even as systemic challenges and traditional political tactics proved resilient. Recommendations are offered to enhance electoral integrity, promote issue-based campaigning, and foster a more robust democratic culture.
Vol. 4, No 3, pp. 112-122.