Voting Because
2017 Finalist

Voting Because

USA TODAY NETWORK

McLean, United States

Category Digital Audience Usage and Engagement

Overview of this campaign

Our mission as a news organization has always been to help communities connect, act, and thrive. One way to do that is through our defense of the First Amendment, the most important of American freedoms.

Our objective was to find an opportunity to perpetuate this principle by engaging people in the election process without being divisive, and to let people know that we are a support system to them throughout the democratic process.  

#VotingBecause cards and a meme generator were launched on our microsite, within our papers, and at live events, giving people a voice to their voting conviction and an opportunity to share it with the world. Everyday Americans and celebrities alike participated with exciting results.


Results for this campaign

Our full activation program consisted of a microsite, meme generator, national and local print publication and posters, celebrity outreach, live events, social media postings, a Twitter influencer campaign, Times Square OOH, email marketing, local and national gravity units, digital ads, video, SEM, and advertised on USA TODAY College Buzz.

We acquired:

102,947,904 digital banner and gravity ad impressions

1,976,505 ad clicks

1.92% click through rate (0.08% is standard)

48,355 USA TODAY College Buzz app ad impressions

1,185,717 website page views

16,344 #VotingBecause social participation

144,968,793 Social reach potential through shares and reshares

90.81% video completion rates

791,156 Twitter influencer organic impressions

125% increase in overall share of voice against competitors on Twitter for 7 days


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory