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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