Leading up to the 2020 election, we partnered with More Than A Vote, an organization that educates and energizes potential Black voters across communities. In the weeks leading up to November 3rd, we had a clear goal in mind: to amplify their message by leveraging the power of Instagram influencers.
We activated 47 trusted Black influencers in target cities (Philadelphia, Atlanta, Detroit, Milwaukee, Miami, Chicago, New Orleans, and Birmingham) to enact a three-phase campaign flighted to align with key voting dates in each state. Content across all three phases strategically worked to raise awareness of the More Than A Vote initiative, encouraging members of the Black community to register, volunteer, and ultimately, to vote.
STRATEGY
PHASE 1: WHY VOTE?
To launch the campaign, influencers posted an in-feed carousel of photos depicting why they feel strongly that voting this year is especially important. In the caption, they shared a short, personal anecdote about a voting issue that is important to them and encouraged their followers to do the same.
PHASE 2: REGISTER TO VOTE
Leading into state-specific registration deadlines, influencers posted More Than A Vote story content aimed at generating awareness of the initiative and used endemic platform features to create an easy path to register.
PHASE 3: ARE YOU VOTING? DID YOU VOTE?
In this phase, influencers posted Instagram Stories in which they shared their excitement over submitting their ballot and encouraged followers to spread the message. Stories went live two weeks before election day, as per voting-by-mail best practices dictate: voters should submit mail-in ballots 14 days prior to election day.
RESULTS
The More Than a Vote Campaign generated 2,170,878 organic impressions, with a 2.02% engagement rate.
