Mobilizing during a pandemic

Winning in 2020 meant re-teaching America how to vote. As states raced to update arcane voting rules, the mail was delayed, and Republicans from Trump on down attacked the safety and credibility of vote-by-mail -- our team led the voter mobilization program to educate, inspire, and turn out voters. Ultimately, the campaign turned out the most voters in history across critical battleground states. 

This started with an audience-first approach to reaching voters. We tied our outreach strategy to where folks spent time during the pandemic -- which fundamentally shifted from traditional TV to streaming CTV and audio. We also shifted beyond typical political ads to break through -- identifying both outlets and influencers with convening power for our audience.

Working with everyone from influencers in the gaming space to building content partnerships with trusted news publications -- we found the most credible messenger for each member of our audience.

And, we measured the impact. Bringing tactics honed from corporate marketing, our team optimized a new “shopping-cart” experience for voters – developing novel tracking and analytics techniques for a 30-day (rather than 1-day) voting window. This enabled – for the first time – tying online ad activity directly to offline voting behavior. This campaign helped mobilize millions of voters and will act as a blueprint for future national efforts.