Objective

In 2024, we focused on bringing together and activating creators around the election as well as empowering them to talk about issues that impacted them personally. To do this, we launched a number of community building efforts:

• Creator Dinners focused on bringing together creators to connect around the issues they care about.
• Creator Fly-Ins to bring creators to DC and connect with their elected representatives.
• Creator Houses focused on bringing together different types of creators to engage around issues, drive voter registration and collaborate.

The goal of our community building work was to give creators access to resources so that they could reach audiences more effectively. The goals for the program included: 

1. Participating in high-profile rallies and voting focused events.
2. Engaging directly with voters on the ground to understand their priorities.
3. Organizing grassroots activities like canvassing and door-knocking to encourage voter turnout.
4. Empowering creators to produce content tailored to their audiences while remaining true to the mission of civic participation.
5. Reaching 30 Million Eligible Voters, 50 Million Social Media Impressions, and 100 pieces of Content Impressions and 50 pieces of content.  

By leveraging the influence of creators, the studio aimed at driving engagement with creators' audiences in an organic way as well as engaging them around content. The creators were on the ground for 4 days. We leveraged the power of in-person organizing as well as digital content to build a first-of-it’s kind program.

Strategy

To bring this vision to life, we used a multi-faceted approach:

1. Creator Selection: We curated a diverse group of creators in various cities with an intentional focus on bringing together creators with different levels of expertise around impact communications.
2. Location and Logistics: We chose the critical locations in Swing States as well as organized accommodations, transportation, and on-the-ground coordination to streamline activities.
3. Key Activities: The schedule included attending rallies, speaking to voters in diverse communities, and participating in canvassing and door-knocking campaigns. We provided training and resources to ensure creators felt equipped for these interactions. Additionally, we attended film screenings relevant to the issues being discussed, spoke with local advocates on the ground, and filmed with prominent figures such as Senator Josh Shapiro.
4. Content Creation: Each creator was given the freedom to document and share their experiences in their unique style. This resulted in over 200 pieces of content that collectively garnered 150 million-plus impressions. We also organized messaging efforts in collaboration with organizations like Reproductive Freedom For All, Navigator, and local abortion rights organizations. We provided guidance on messaging while respecting creators' creative autonomy.
5. Overcoming Challenges: Coordinating across different political viewpoints posed a challenge, but we established clear ground rules and fostered an environment of mutual respect. Logistical hurdles, such as managing schedules around rallies and ensuring safety, were addressed through meticulous planning and local partnerships.
6. Collaboration: A daily debrief allowed creators to exchange insights, troubleshoot challenges, and refine content strategies in real time.

By combining structured activities with organic storytelling opportunities, the execution remained both disciplined and adaptable.

Results

The results exceeded our initial objectives:

1. Content Reach: Over 200 unique pieces of content were created, generating more than 150 million impressions across platforms. These posts sparked conversations among diverse audiences, many of whom were engaging with civic issues for the first time. Couple of the videos went viral, one of them reaching over 18 Million views on TikTok
2. Voter Engagement: Our grassroots efforts led to thousands of direct voter interactions. Post-event surveys indicated that a significant portion of these voters felt more informed and motivated to participate in the election.
3. Creator Impact: Feedback from creators highlighted the value of cross-ideological collaboration and the opportunity to connect with their audiences on meaningful topics.
4. Authenticity: The content’s organic nature resonated deeply, creating a ripple effect of civic enthusiasm beyond our immediate reach.

Our content studios proved to be a pioneering effort in bridging cultural and political divides, making it a resounding success both online and on the ground.

Notably, the cost per thousand impressions (CPM) of less than $4 made this effort highly cost-effective compared to traditional paid media campaigns.

Media