I agree on the campaign, someone decided to have 'strong' and 'national' into the campaign slogan, despite the fact it actually didn't work terribly well for the UKIP last time around (nor this time!), and didn't work for the Front National either a few weeks back.
To me, in both cases, it seems the ruling caste has misread the fact most people want to see some real change with some sort of isolationist/nationalist trend...
Her asking for a mandate was laudable mind you, it was clearly needed. However, it now leaves her with nothing to stand on, and especially no weight whatsoever to negotiate that brexit thing. Unfortunately I don't see who can replace her either...
The thing is, on the other side the labour proposals are in some case quite laughable -- but they seems to have inherited a lot of anti-brexiters who decided that it was the least-worst scenario.
I have to say quite a few people I know where very, very confused about who to vote for, there was none of the 'classical' 'generational voting' which seems to have existed before. Even Lib Dem failed to attract people, and I have to say that surprised me a bit, as the 'center' seems to have worked for Macron in france -- perhaps they lacked a figurehead?