Propper Daley

Case Study

3,2,1 VOTE!

W.K. Kellogg Foundation

Objective

Meeting young people were they are to inspire civic engagement

Project Type

Talent and Creative Community Engagement

Impact Area

Civic Engagement

Client Type

Foundation

Client Need

The W.K. Kellogg Foundation saw a need to effectively reach youth in the crucial time window ahead of the November 2020 election in order to inspire young voters’ participation. They were interested in utilizing their Racial Equity Anchor Collaborative (REAC) members in creative ways to engage the younger population. The REAC is a first-of-its-kind coalition that integrates the unique strengths, institutional knowledge, and organizational capacities of nine leading racial equity organizations to advance a shared vision for a just, multi-racial democracy. Given that Propper Daley has supported the Foundation on their signature National Day of Racial Healing event, w were tapped to conceive this campaign and bring it to life.

Our Approach

Proper Daley knew that in order to effectively reach youth, we have to meet them where they are, which is through online platforms such as Instagram, Twitter, YouTube, and Facebook and through messengers and personalities they trust. We recommended producing a content series with authentic, engaged influencers providing viewers with the bite-sized content that they are accustomed to consuming on social media. The resulting content campaign, called 3,2,1: VOTE! –  3 minutes, 2 people, 1 powerful message, consisted of nine three-minute conversations between influencers and Racial Equity Anchor principals on various voting-related topics that are critical to the communities they serve. The short-but-impactful video length ensured that each piece of content was watched in its entirety, making the key messages sticky and shareable, inspiring the audience to take action.

Impact

The campaign delivered on its important goal — to get out the vote– emphasizing the message about the urgency of voting in this historic moment in time. In fewer than three weeks, the 3,2,1: VOTE! content series garnered over a half million video views and 70,700+ Comments, Reactions, Clicks across all platforms. We created buzz with youth-focused influencers such as Anthony Ramos, Chris Paul, Billy Porter, Hasan Minhaj, Yara Shahidi, Steve Kerr and many more. The reach and impact of the 3,2,1: VOTE! campaign was widespread, impacting target audiences in key states that were identified as priorities by WKKF, the Anchors, and Propper Daley, in addition to reaching a wider national audience in the final days of the campaign. Influencer participation was a key component of the 3,2,1: VOTE! campaign’s success. We asked each participating influencer to post about the campaign at least once on the social media channel of their choice, allowing the campaign to organically reach new, young audiences.

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