Plan Your Vote provides key information in a digestible way to help more Americans successfully cast their ballots in the midst of changing voting rules. The bilingual (English & Spanish) tool & marketing campaign remain 100% apolitical despite the inherent political agendas at play in any election. The platforms of Comcast NBCUniversal allow PYV to reach millions of Americans.
Initially created in 2020 to help navigate pandemic challenges to voting, Plan Your Vote returned for the 2022 midterms at a time when voting rules were once again rapidly changing. Plan Your Vote met the moment of confusion around how to properly cast a ballot with a personalized, user-forward interface that aggregated all voting information in one central place - something that did not (and still does not) exist elsewhere. The interactive state-by-state guide, available in both English and Spanish, provided registration deadlines, mail-in and early voting options, what to bring on Election Day, and more.
The bilingual marketing campaign awakened Americans to the benefits of the tool and inspired them to plan their vote in time to have a say in the state of the United States. To break through in a crowded media and election landscape, the campaign adopted a smart, fresh, and human tone. Plays on words, bold graphics using a patriotic palette, and familiar faces culminated in a brand identity that was attention-grabbing and buzzworthy. “Plan Your Vote” has become standard nomenclature in galvanizing Americans to make it to the polls.
In order to have a meaningful impact on voting rates, the catchy campaign needed to scale in a massive way across the country. We leveraged the entire Comcast NBCUniversal ecosystem to reach mass audiences, creating assets to work within news programming (TODAY, NBC News, MSNBC, Telemundo), entertainment properties (Bravo, E!), streaming (Peacock), audio (CNBC podcasts), social, and more.
Plan Your Vote debuted in March 2022 to help Americans navigate the midterm primaries and continued through the general election on November 8th. Nearly 700K Americans used the tool to cast their midterms ballot. The marketing campaign garnered 764MM+ impressions across the platforms of Comcast NBCUniversal, with an estimated earned media value of $3MM+.
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