Entering the digital era, political campaigns have undergone significant changes from conventional media to digital campaigns that rely more on social media and the internet. Digital campaigns are considered more effective in targeting the millennial and Generation Z populations, which number over 100 million in Indonesia. This study employs qualitative descriptive research with a strong emphasis on information as an investigative process to thoroughly understand the social phenomena at hand. The results of this research indicate that although campaigns in the digital era can provide advantages, effective political campaigns also require the right strategies, namely delivering clear and targeted messages to the appropriate audience, building good relationships with voters, and gaining their support. Meanwhile, conventional political campaigns are still used by candidates or political parties and are considered effective in building good relationships with voters through direct interactions, despite limitations such as limited time, resources, and manpower, as well as dependence on uneven support from traditional mass media.

Keywords: Political Campaigns, Campaign Paradigm, Digital, Conventional