buying votes is expensive business, FB has made it much cheaper because you can microtarget but at the end of the day, winning votes need solid financial backing. If you take the last US presidential election, both parties spent 6.5 billions dollars on 253 million voters, the spend per voter is $25, about £18 per voter.
To win, you need to outspend the competition, whatever that may be.
The problem with funding in the last referendum is Leave has motivated billiionaire private backers, remain did not have enough private backers.
As far as the message is concerned, that's the easy bit.
Truth is boring, adverts based on truth depress people and lack imagination. Lies are more fun and entertain because they are fundamentally creative.
You start with some basic examples that are rooted in people's prejudices like mafia, LGBT, scroungers, immigrants, muslims, criminals, undemocratic governments etc and find stories about EU funds misdirected to support them. People disapprove of the perpetrators then transfer their disapproval to ther supposedly funders, the EU. You make adverts based on those stories. You need to bombard voters every day to keep them focused and motivated.
If remain wants to win, it has to create just as many lies. Create stories that brexit increases taxes and living cost and replace EU immigrants with muslims and people on benefit will be compelled to do menial jobs for their benefits.
