The Future is VotingYoung people at festival
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In America, it’s estimated that 73% of young adults aged 18 to 29 didn’t cast a ballot in 2022. This is a huge demographic of people whose votes could change the outcome of an entire election.

142,754

new voter registrations

exceeding our guarantee of 100,000

9,360,967

views on YouTube content

359,311

impressions on TikTok & Instagram

Objective

HeadCount, a non-partisan organization, wanted to drive young people and uninspired audiences to register to vote, update their voter registration status, and check their local ballot. The goal was to reach a mass audience and achieve 100,000 new registrations before the midterm elections and registration deadlines in October 2022.

Execution

We devised an Influencer Marketing campaign which would engage a Gen Z American audience, by partnering with an inclusive range of YouTube creators. The solution was to drive voter registration by telling authentic and personal stories that motivated unengaged audiences to become politically engaged.

Results

We far surpassed the goal of achieving 100,000 voter actions through influencer efforts and achieved a total of 142,754 new registrations. Creators' efforts as part of this campaign resulted in nearly 50% of the original goal in voter actions. Our greatest success was having the power to inform and influence young people to vote to have a say in their future.

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Screenshot from Game Theorist's YouTube videoScreenshot from Ash's YouTube videoScreenshot from VSauce's YouTube videoScreenshot from Courtreezy's YouTube videoScreenshot from Andréa Matillano's YouTube videoScreenshot from ZHC Crafts's YouTube video
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