Conventional political campaigning strategies on social media have been extensively scrutinized by researchers; however, there is a shortage of studies focusing specifically on audiovisual communication by political parties on video-based platforms. Moreover, the adaptation of journalistic genres and formats in political communication has become increasingly prominent, challenging the relationship between media and politics as separate categories in contemporary media systems. This case study aims to address this gap through a detailed description of how mixed methods can be used to analyze political campaign efforts that utilize journalistic genres and formats on YouTube. It demonstrates a combination of manual content analysis with computer-assisted transcription and search techniques, and how these can be combined with qualitative contextual analysis. This resource emphasizes the integration of quantitative, qualitative, and digital approaches to political content in social media, contributing valuable insights to the field of social media analysis. The case study provides students with a theoretically and analytically grounded approach to political communication that aligns with ongoing shifts in hybrid media systems.