This paper examines the objectives devoted to digital campaigning according to political staff members involved in campaign teams during the French presidential campaign and the Quebec general election campaign (both in 2012). The analysis is based on a total of 37 semi-structured interviews conducted with various strategists and campaign personnel in Quebec and France. Using Andrew Chadwick’s hybrid campaign framework, campaign objectives are classified in three categories: broadcasting messages; political goals and support mobilization; political marketing and community management. The analysis shows that content broadcasting is most frequently mentioned by strategists, especially message dissemination and control. Also, contextual differences appear. Firstly, broadcasting and marketing objectives are more dominant in Quebec whereas political goals and support mobilization objectives are more common in France. Secondly, strategists from left-wing parties insist more on political goals and support mobilization objectives compared to their counterparts from right-wing parties. Thirdly, working for the incumbent party brings respondents to focus more on content broadcasting objectives as well. The study concludes that all campaigns where hybrid in form, each containing strong digital components. It also highlights the importance to take into account institutional factors, such as incumbency or ideology, in order to better understand differences in web campaigning between democracies.