Vote.org Case Study: Driving Voter Participation Through Digital Marketing Strategies
The Challenge: Maximizing Voter Turnout Amidst Evolving Election Dynamics
Vote.org, the largest nonpartisan nonprofit focused on increasing voter participation, faced the critical task of engaging citizens and simplifying the voting process, especially during the unique challenges of the 2020 election cycle. With rapidly changing vote-by-mail requirements and a surge in interest for remote voting options due to the COVID-19 pandemic, Vote.org needed a robust strategy to communicate effectively, reach a broad audience, and streamline internal processes to support these new demands.
Our Solution: Comprehensive Content Strategy, Influencer Marketing & Process Optimization
We partnered with Vote.org to develop and implement a multi-faceted social media strategy that enhanced their outreach capabilities and operational efficiency. Our work included crafting compelling content, executing targeted influencer marketing campaigns, and process design. We ensured that crucial information on vote-by-mail was effectively disseminated and that support was available for users, including those with disabilities.
Key Services Delivered:
Content Strategy & Development
Social Media Strategy
Influencer Marketing Strategy
Process Design & Implementation
Campaign Development & Management
Tangible Impact: Exponential Reach, Engagement & Operational Efficiency
Our strategic partnership significantly amplified Vote.org's mission. We achieved a 1,200% increase in Instagram followers (18,000 new followers in four months) through a targeted 30-day campaign using customizable graphic templates and a content database. Influencer marketing initiatives, leveraging micro-influencers and A-list celebrities, expanded campaign messaging reach to over 40.2 million users nationwide. Our process design work enabled Vote.org to effectively support a dramatic increase in interest for vote-by-mail options, including staffing support for users with disabilities.
“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. 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
Project Details:
Project Length: 6 months
Client Location: United States (virtual)
Industry: Nonprofit / Civic Engagement
Business Unit/Function: Partnerships, Communications, Digital Outreach
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