Donald Trump's outrageous comments about Latinos, Muslims, and other Americans have received prime time coverage on cable news broadcasts and in traditional media outlets. Purpose wanted to develop a content-driven campaign to reach millennial audiences and create sticky content about Trump's beliefs that could easily be shared on social media platforms and, in turn, influence the conversation in the mainstream outlets and on new media platforms. Specifically, we explored a creative concept around personalizing Trump's comments for any audiences – considering "What does Donald Trump think of you?"
To do this, we built FreeTrumpScore.com, a credit score-style report of Trump's assessment that is customized for every user. With negligible investment in paid advertising and PR, FreeTrumpScore.com was able to reach a substantial and primarily younger audience. During the first 30 days of FreeTrumpScore, the quiz was taken 285,000 times with a 96% completion rate. Of these 285,000 completed quizzes, it was shared approximately 19,000 times (shares that garnered about 3.3 million impressions and 125,000 clicks back to the site). Overall, in line with the goals for the project, 57% of the sites visitors were millennials.
As a result of its popularity, FreeTrumpScore.com was covered by a number of media outlets, including Yahoo! News, US News and World Report, Mashable and Mic among others.
