Millenials supported the ideas behind NextGen America's climate campaign but 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 voters it 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 produced the creative, and oversaw execution of every creative element of this campaign.
This campaign reached 1,143,550 millennials online and committed (defined as the combination of polling place look ups + voter registrations) 95,000 millennials to vote. They regarded this as a huge win; in previous cycles, utilizing campaigns that included TV ads as part of the media mix, they only were able to commit around 30k millennials to vote.
- Project Roles
- Creative Director, Director, Executive Producer, Post Producer, Writer
- NextGen America
- Comedy, Commercial, Copywriting, Creative Direction, Digital, Maintaining Schedules, Management of Teams 1-10
- Advertising, Commercials - Video, Interactive Videos, Social Media Content
- Project Industries
- Advertising, Non-Profit