LONDON — Nigel Farage billed it as a “people vs the establishment” by-election. But before he wins back the seat he resigned in July, there’s the small matter of convincing Clacton’s voters he can help them with their shabby beachfront stairs.

POLITICO analysis of the Reform UK leader’s digital campaign messages shows that Farage has run a twin-track strategy in the seaside seat as polls open Thursday. The two key themes of the digital air war have been painting Farage as a champion for local residents — as well as an insurgent leader harried by the “establishment” machine.

Farage and his party have spent more than £10,000 pushing those messages via ads on Meta’s platforms — which include Facebook and Instagram — in the campaign so far.