Increasing Voter Turnout Using Social Media Engagement
Increasing Voter Turnout Using Social Media
WAHIBA CHAIR | SENIOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR
WAHIBA CHAIR, MBA
Senior Marketing Strategist & Instructor
Digital + Social Media
I help organizations create integrated + measurable strategies
using data + relationships.
Elections BC is a non-partisan office of the British
Columbia legislature responsible for conducting
provincial and local elections.
As part of my work with Elevator Strategy, I had the
opportunity to lead the social media strategy and
execution for the 2017 BC General Election.
Note: This case study does not reflect the views or opinions of Elections BC.
2017 General Election Campaign
This Social Media Campaign
was part of an integrated BC
wide media campaign including
TV, Radio, Digital, OOH etc.
It was also the “Phase 2” of a
“voter registration” campaign.
Objectives [Social Media]
• Increase voter turnout, especially
• Inform British Columbians on
when, where, and how to vote
• Increase engagement and
owned + paid + earned
media tactics to drive
British Columbians to
action; i.e. voting using
#iVoteBC as an
Awareness Consideration Voting Advocacy
Elections BC Channels
To keep the BC Election top of mind, social media
headers were updated during:
• Start of the campaign (April 11th)
• Advance Voting (April 29/30, May 3-6)
• General Voting Day (May 9th)
People seemed to appreciate the reminders.
Elections BC Content
• Using a consistent voice, crafted social
media copy around key messaging
• Aligned with overall campaign creative
but adapted to each channel
• Heavy use of GIFs, videos, and visuals
• Trackable online CTAs (Calls to Action)
• Amplified select postings using social ads
What to Expect When You Vote?
1135 link clicks
Simple visuals worked really well on Twitter
Instagram was a new channel
for Elections BC.
In addition to organic postings,
we created website ads using
image and video creative.
“Learn More” drove people to
relevant pages on the Elections
Instagram Website Ads
Elections BC Channels (Key Results)
generated through the EBC social media
channels during the Election period.
Facebook delivered the highest reach and
Impressions by Channel
BC Millennials were the key audience reached through the EBC social channels.
Source: Sprout Social
Sponsored Content & Influencers
Sponsored Content + Influencer Strategy
We partnered up with leading digital
publishers and influencers with
access to target demographics.
Tactics ranged from sponsored
videos and articles to social media
postings and site take overs.
Social Media Results*
43.4MPotential Campaign Impressions
33.4M#IVoteBC potential impressions
98% Growth in Social Media Audience
*Various sources including but not limited to: Sprout Social, Key Hole, native channel analytics, and publishing partners
67.61% increase in advance voter turnout since
7.71% increase in the % of registered
voters who voted since previous election
*Source: EBC Records and Website
WAHIBA CHAIR | SENOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR
LEARN MORE AND GET IN TOUCH AT: WAHIBACHAIR.COM