In 2016, millenial voter turnout was a concern due to research that showed the biggest barrier to voting was the belief that it was hard to do. Our campaign goal was to convince college students voting was actually easy, and solicit an action (for example: register / commit to vote or looking up their polling place) so they actually showed up to the polls on Election Day.
In order to meet college students where they were, this was a first-of-its-kind digital-only campaign, removing TV entirely from the campaign strategy and relying solely on pre-roll, social (Facebook, Twitter, Instagram, Snapchat and Tinder) and sponsored content to communicate our message.
I pitched the campaign concepts, developed and directed the creative, and oversaw execution of this campaign.
We reached over 1 million millennials online and committed (defined as the combination of polling place look ups + voter registrations) 95,000 millennials to vote.