Univision and Ready Set Rocket sought to create an informative, non-partisan, and issue-based election hub that empowers multicultural millennial voters to learn about the electoral process, and register to vote. With 27 million eligible Hispanic voters this election season, Univision recognized the need for a digital platform that mobilizes this population by offering unbiased and culturally-relevant political information.
The primary objective was to increase voter registration rates amongst multicultural millennials, and educate this demographic on the electoral process.
Tapping the broad and diverse reach of Univision's collective media properties and audiences, we crafted a campaign strategy that allowed us to speak specifically to the unique needs and interests of different users within our broader demographic. The campaign used sophisticated targeting parameters to supply people who were at varying stages in the political process with the tools they need to get farther ahead. For instance, registered voters are directed to a platform that empowers them to spread the word, while unregistered voters are encouraged to register online through the Your America platform. This unique conversion funnel based on in-depth knowledge about the consumer ensures that users at every level can be a part of the larger political movement.
The platform is rooted in its non-partisan messaging that emphasizes the importance of issue-based voting. It educates people on all aspects of the political process, and removes media bias that promotes one candidate over another. Univision's commitment to connecting with the audience on an on-going basis resulted in the integration of a bilingual email and text message service that follows-up with users rather than supplying a single touch experience. Other key elements of the campaign include a digital election guide, hundreds of local events, and national and local PSAs.
The program has generated millions of earned media impressions, and been covered in major publications including the New York Times, LA Times, CNN, Fox News, and more. Most notably, Ready Set Rocket and Univision have worked together to create a transparent experience that engages a broad and significant demographic. We have strategically utilized a range of media partners to tailor messaging to the issues and trends that the public cares about, and that will ultimately define the current election, and elections in years to come.
