Influencer marketing
01 — Project details
We set out to increase brand and election awareness among Gen-Z and Millennials by leveraging influencers to drive donations to Democratic candidates through ActBlue during key election seasons. We planned to amplify messaging around:
The urgency and impact of donations, even up to Election Day
Encouraging voter turnout and participation
Personal stories highlighting how elections shape lives
Promoting Election Day & Down Ballot messaging
Marsai Martin, actress/producer
Our strategy focused on harnessing the power of influencer-driven storytelling by partnering with celebrity, macro, mid, and micro creators across diverse verticals. Influencers posted on Instagram, speaking authentically about the causes they care about, while seamlessly tying in the urgency of voting and donating during election season.
To comply with federal election law and FTC guidelines, I led several rigorous strategy sessions with ActBlue leaders and our agency partners to ensure we could create a campaign that adhered to brand guidelines and produced engaging content. The campaign came to life in September 2024 and ran through Election Day.
Busy Philipps, actress/writer
1.2 million impressions
1.8x planned
60.6k engagements
2.1x planned
6.67% in-feed engagement rate
+ 2.69% agency benchmark