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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

More than a Vote

Finalist in Multicultural Community Engagement

Entered in Social Activism

Objective

Tap Black content creators across 8 swing states in U.S markets to help galvanize the Black community to register to vote, volunteer to become poll workers, and Vote! The goal is to make an active difference in voter turnout and volunteering at the polls. 

Strategy

Leading up to the 2020 election, we partnered with trusted Black content creators in target cities (Philadelphia, Atlanta, Detroit, Milwaukee, Miami, Chicago, New Orleans, and Birmingham) to enact a three-phase campaign flighted to align with key voting dates in each state. Content across all three phases strategically worked to raise awareness of the More Than A Vote initiative and encouraged members of the Black community to register and ultimately, to vote. 

From September through November, Black creators shared personal stories through Instagram stories and in-feed posts to highlight the importance of voting and volunteering at the polls and ultimately motivate the Black community to action. 

CAMPAIGN OVERVIEW
Platforms: Instagram
Verticals: African American Influencers across a variety of verticals; fitness, fashion, activists, moms
# of Influencers: 47
Total Posts: 125 

Results

In total, their posts received over 2M organic impressions and 2.02% ENGAGEMENT RATE 

34% over the industry average of 1.5%. Their stories got a 12.25% organic IG impression rate, 145% over the benchmark of 5%. 10,000 poll workers signed up. BUT THE MOST IMPORTANT STAT OF ALL, the 2020 election had the highest voter turnout in modern history. 

 

Media

Video for More than a Vote

Produced by

Open Influence / Sadler Strategic Media, More than a Vote

Link

Entry Credits

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