More Than a Vote has been named a finalist for the Shorty Awards in the Multicultural Community Engagement category.
The Shorty Awards honor talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels.
Our #MoreThanAVote campaign is also a two-time winner of the Media Post – Creative Media Awards in the “Multicultural/LGBT Media” and “Social Media” categories.
Campaign details:
OBJECTIVE
Tap Black content creators across 8 swing states in U.S markets to help galvanize the Black community to register to vote, volunteer to become poll workers, and Vote! The goal is to make an active difference in voter turnout and volunteering at the polls.
STRATEGY
Leading up to the 2020 election, we partnered with trusted Black content creators 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 and encouraged members of the Black community to register and, ultimately, to vote.
From September through November, Black creators shared personal stories through Instagram stories and in-feed posts to highlight the importance of voting and volunteering at the polls and ultimately motivate the Black community to action.
CAMPAIGN OVERVIEW
Platforms: Instagram
Verticals: African American Influencers across a variety of verticals; fitness, fashion, activists, moms
# of Influencers: 47
Total Posts: 125
RESULTS
In total, their posts received over 2M organic impressions and 2.02% ENGAGEMENT RATE
34% over the industry average of 1.5%. Their stories got a 12.25% organic IG impression rate, 145% over the benchmark of 5%. 10,000 poll workers signed up. BUT THE MOST IMPORTANT STAT OF ALL, the 2020 election had the highest voter turnout in modern history.
