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Barack Obama x ATTN: The Power of Your Vote in 2022

Entered in Government & Politics, Public Service Announcement

Objective

We set out to remind a younger generation that their vote matters and is more important than ever to have their voice heard in the midterm elections. The objective was to create a video that would go wide, remind people to get out the vote, and drive clicks to vote.org.

President Obama has seen a few get out the vote videos in his life, and he's here to give it to you straight: Voting won't solve everything. Voting won't bring back your favorite shows or get Rihanna to release a new album finally. But you know what it can do? Help us save the planet. Protect women's rights. And finally tackle gun violence. This video will remind a younger generation that their vote matters and is more important than ever.

Strategy

There are a lot of get out the vote videos every election, and President Obama has done quite a few himself. This election season we wanted to focus on getting young voters engaged, and inspired to go out to the polls while also keeping in mind the current sentiment of the audience we wished to reach. Our strategy was to meet younger voters where they were at and get them inspired and to continue to make a difference in politics at every level.

Results

The video was a huge success across all platforms, garnering over 12M views on Instagram. There were over 400K views on Facebook with over 6.5K comments and a fantastic watch (22 second) and video completion rate (15%.) Additionally on Twitter we received 725K views, 32k likes and over 13K retweets. 

As part of the call to action for the post, we encouraged people to visit vote.org/obama and register to vote. It led to an 560% increase in overall site traffic to vote.org and proved to be an effective driver to encourage people to register to vote and show up at the polls. 

Additionally, the video gained national attention with press coverage from outlets such as  People.com, EW.com, The Hollywood Reporter, and even Stephen Colbert’s monologue on The Late Show with Stephen Colbert. 

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