2018 Midterm Elections | Influencer Strategy | Content Strategy

SITUATION

Leading up to the 2018 Midterm elections, DoSomething.org created a robust voter registration strategy. The goal was to get as many young people registered to vote, and ended up with 112k+ total registrations. I was tasked with creating a voter registration user experience for digital influencers, celebs, and their fanbases that felt authentic and engaging.

SOLUTION

I decided that one strategy to widen our funnel was to create a voter registration user experience for digital influencers, celebs, and their fanbases that felt authentic and engaging. In order to do this, I created custom landing pages for influencers and celebs that featured a photo of them, a quote from them about why registering to vote was so important, and links to any of their recently released work.

Influencer Case Study: Jovan Hill

While it was exciting to work with celebs and give them an easy way to register voters, I wanted to specifically speak to one of my favorite case studies, that I lovingly call Trolls For Good. We had an intern monitoring social for mentions of voter registration. She followed a specific Twitter personality, Jovan Hill. Jovan tweeted organically that he wanted all of his followers to register to vote. Our intern flagged it for me. Within 3 minutes, I was able to create a custom landing page for Jovan and a UTM tracking link to measure his conversions.

Another thing to mention - Jovan is basically considered a troll of the internet who just smokes a lot of weed and talks about “obscene” topics. With pretty good intuition, I asked DoSomething to trust me in partnering with him. We were able to engage with him multiple times before midterms, and it ended up paying off.

My favorite result of all time is: Adam Levine registered 3 people to vote, and Jovan Hill registered 868.