USA Today.

#VotingBecause

01 — Campaign Background

With a crowded news cycle focusing on the candidates and the issues, we decided to focus our campaign around voter registration and turnout.

During a very contentious presidential primary season, Movement Strategy was asked to look ahead to the general election and create a meaningful campaign for USA TODAY that would break through the noise.  What started as an idea grew into an extraordinary campaign that garnered national attention, celebrity participation and video placement in Times Square.

02 — Campaign Strategy

At the core of the campaign, USA TODAY asked people not who they were voting for, but what they were voting for.

With so much attention already surrounding the presidential election, we realized there was a way to use the USA TODAY’s breadth to truly impact the nation in a way that reflected the brand’s positive and colorful tone. This worked to surface the most critical issues Americans cared about heading into the November election.

03 — Campaign Activation

We took a multidimensional campaign approach which included a microsite, meme generator, printable cards, social media content, Twitter conversation ads, Facebook and Instagram paid media units and a video board in Times Square.

What started as a simple idea of printable signs in the physical newspaper, developed into a campaign that splashed all over social. Motivated by that success, it was then turned into a digital billboard in Times Square.

04 — The Results

Once the campaign launched it started to spread virally across social and digital, generating over 90,000 engagements across social media platforms. The campaign was featured by People Magazine, picked up by celebrities who shared their #VotingBecause on social, and seen by millions of people across digital, press pickup and throughout social media platforms.

16,000+

SOCIAL MENTIONS

90,000

ENGAGEMENTS

83M

PEOPLE REACHED

10,000

SHARES

Los Angeles

2554 Lincoln Blvd
Venice, CA 90291
424.209.8346

Denver

2819 Larimer Street
Denver, CO 80205
303.442.2542

New York City

383 5th Avenue, Floor 5
New York, NY 10016
646.350.4971

Los Angeles

2554 Lincoln Blvd
Venice, CA 90291
424.209.8346

Denver

2819 Larimer Street
Denver, CO 80205
303.442.2542

New York City

383 5th Avenue, Floor 5
New York, NY 10016
646.350.4971

© Movement Strategy 2018

© Movement Strategy 2018