Content Strategy and Process Design to Save Democracy
Get-out-the-vote technology platform Vote.org aims to simplify political engagement, increase voter turnout, and strengthen American democracy.
During the 2020 election cycle, 18 Coffees helped the nonprofit effectively communicate vote-by-mail requirements, generate influencer marketing campaigns, and set the lean internal team up for continued success.
Our work included: Content Strategy, Content Development, Social Media Strategy, Influencer Marketing Strategy, Process Design
“18 Coffees is the type of partner that organizations like ours dream of. They found ways to not just plug in and help fill our gaps, but to radically transform what we’re able to do. They consistently went above and beyond on deliverables, and upon finishing a project, continued to ask for more. There is no shortage of important work to be done this election cycle, and I can unequivocally say because of 18 Coffees, we are able to do much more of it.”
— Nora Gilbert, Director of Partnerships at Vote.org
Our work
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18 Coffees developed two comprehensive social media toolkits: one for internal use by Vote.org, and a second for easy distribution to celebrities, influencers, and partner organizations like Planned Parenthood, Eileen Fisher, and the National Basketball Players Association. With the team’s support, Vote.org topped GIPHY charts with the platform’s highest performing GIF that generated 108 million views.
To support Vote.org’s lean internal team, 18 Coffees delivered a complete 30-day campaign leading up to the 2020 Election Day. Along with customizable graphic templates and a content database, this campaign helped Vote.org gain 18,000 new Instagram followers in four months — a 1,200% increase from average growth.
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18 Coffees supplemented Vote.org’s existing influencer marketing strategy with creative asset toolkits, targeted campaigns, and expanded influencer outreach.
Shared by micro-influencers and A-list celebrities alike, graphics and messaging crafted by 18 Coffees reached more than 40.2 million users nationwide.
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At the start of the coronavirus pandemic in 2020, interest in vote-by-mail options dramatically increased. Vote.org desperately needed to shift to support this new capability, which differed state-by-state.
18 Coffees partnered with Vote.org to help create process for users to understand their vote-by-mail options—and even helped staff some support positions to help users with disabilities know how to register.