Smashing Records

About This Project

Summary

Smashing Records was a campaign that focused on youth GOTV (Get Out The Vote) efforts for the 2024 election. This campaign sought to drive young people to the polls and to “smash” youth turnout records from 2020, where only 50% of eligible youth voted. We designed the creative brief and hiring strategy to work for a lot of content genres, so that we could reach as many different niche audiences that might not be getting voting or election information on a daily basis.

Goals & Objectives

1) Raise awareness that Election Day is November 5th 2) Raise awareness that many states have alternative voting options such as early voting or voting by mail 3) Encourage young voters to make a voting plan and research their polling location ahead of time 4) Encourage young voters to… go vote!

Results & Impact

We hired 22 creators to make 42 posts across TikTok, Instagram, & YouTube, resulting in 17.4M organic views. As organic views can be unpredictable, we supplemented with a two-part digital ad campaign (Reach and then Lead objectives), resulting in 4M total paid reach across Meta & YouTube.