Introduction

The League of Women Voters of California is a nonpartisan organization that encourages informed and active civic engagement and increases understanding of public policy issues in California through advocacy and education.

Amid ongoing protests to demand racial justice and accountability for law enforcement, the world witnessed an extraordinary amount of young people speaking up and demanding change. It was a historical moment that called for action.

Our Objectives

League of Women Voters of California approached Mixte to launch a digital campaign that achieved one main goal – to motivate California youth ages 18-24, specifically in Black and Latinx communities, to vote in the 2020 general election and to view voting as an integral part of their efforts to drive social change.

With thorough research on the state of youth civic engagement to inform messaging, outreach to young Black and Latinx digital influencers to communicate that voting was easy and integral for social change, and social media ads and assets that promoted the importance of voting, we were able to engage California youth in important conversations about voting and activism.

The Work

We know this generation has tremendous potential when their voices are heard. If we can overcome historic and unprecedented voting barriers by providing easy information, launching creative campaigns and centering trustworthy and relatable spokespeople, we may be able to justify getting on TikTok after all.

So we:

  • Hired Snapchat influencers from key areas to mobilize campaign messages and calls to action with character. We will not provide the creative, rather we will provide the insights and let them create.
  • Repurposed user-generated video content – Posted influencer-created video content onto our Snapchat page to draw attention to voting milestones leading up to election day
  • Launched Snapchat ads – Repurposed influencer-generated videos as Snapchat ads leading up to key dates
  • Utilized geofilters – Set up geofilters to engage audiences in chosen geographic areas
  • Launched one 24-hour Snapchat filter – In collaboration with Snapchat, choose the best date and launch a Snapchat filter to raise awareness about the importance of voting and encourage civic engagement in a fun way
  • Leveraged partner networks – We made it easy for partners in key geographic areas to participate in Snapchat and TikTok campaigns
  • Repurposed partner videos + resources – Shared existing partner videos across platforms
The Outcome

LWVC stepped out of its comfort zone to reach young voters and the results were definitely worth it. We reached well over our target goals with more than one million earned impressions, nearly six million paid impressions, and just over one million total swipes to the landing page.

We motivated young adults in some of California’s most overlooked and underestimated communities to view voting as an integral part of their efforts to drive social change in the 2020 general election and achieved national recognition– earning four Public Relations Society of America’s Silver Anvil Awards.

Another significant yet unintended impact was in the campaign’s intangible results. The influencers we worked with found purpose through working on this campaign and in using their platforms to encourage their peers to vote, giving us feedback such as, “The more significant impact, however, was in the campaign’s intangible results. The influencers we worked with found purpose through working on this campaign and in using their platforms to encourage their peers to vote.”

Eventually, the election came and went. As we reflected on the campaign, we noted a handful of lessons that we learned from this campaign that we want to share with other organizations doing similar work to uplift and support Black and Latinx California-based voters.

The executive director of LWVC wrote a summary report of the campaign reflecting on what we learned from working on the project – from stepping back to amplify the voices of an intern with a better perspective on what would actually resonate with Gen Z voters, to utilizing digital-first tools to supplement on-the-ground work, and tapping into the power of micro influencers and user-generated content to spread our message across channels other than our own. The now-documented insights gained from this campaign will surely influence youth voter outreach in future elections.