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Increasing Voter Turnout Using Social Media
Case Study
WAHIBA CHAIR | SENIOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR
WAHIBACHAIR.COM
WAHIBA CHAIR, MBA
Senior Marketing Strategist & Instructor
Digital + Social Media
I help organizations create integrated + measurable strategies
using data + relationships.
WAHIBACHAIR.com
Client
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
amongst Millennials
• Inform British Columbians on
when, where, and how to vote
• Increase engagement and
advocacy
owned + paid + earned
media tactics to drive
British Columbians to
action; i.e. voting using
#iVoteBC as an
engagement platform.
Elections BC
Content
(Owned)
UGC (Earned)
Sponsored
Content +
Influencers
(Paid)
Awareness Consideration Voting Advocacy
#iVoteBC
STRATEGY
OWNED MEDIA
Elections BC Channels
Elections BC
Content
(Owned)
UGC
(Earned)
Sponsored
Content +
Influencers
(Paid)
Channel Branding
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?
119,061 Reach
216,623 Impressions
44,096 Views
44,518 Engagements
213,493 Impressions
4,925 Engagements
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
BC website
Instagram Website Ads
Elections BC Channels (Key Results)
8.54M impressions
1M+ engagements
generated through the EBC social media
channels during the Election period.
Facebook delivered the highest reach and
engagement results.
Impressions by Channel
BC Millennials were the key audience reached through the EBC social channels.
Source: Sprout Social
PAID MEDIA
Sponsored Content & Influencers
Elections BC
Content
(Owned)
UGC
(Earned)
Sponsored
Content +
Influencers
(Paid)
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.
Sponsored Video
125,000+ Views82,000+ Views
3,500+ Views
Sponsored Articles
3,800+ Views
Sponsored Articles
Sponsored Social Posts
48,300
Impressions
1,419
Engagements
Site Take Overs
Influencer Support
Influencers such as Miss 604 updated their
profile photo with the “I Vote. Do You?” filter and
showed their support on social media.
Sponsored Content + Influencers (Key Results)
22,600 Article Views 208,559 Video Views
1.48M Impressions 7,093 Engagements
EARNED MEDIA
User Generated Content + Partner Support
Elections BC
Content
(Owned)
UGC
(Earned)
Sponsored
Content +
Influencers
(Paid)
Tactics to Promote Advocacy + UGC
“First time voter” UGC
Positive Feedback
Twitter Canada Support
#iVoteBC Selfies
#iVoteBC Results
#iVoteBC Results
41.4% of #iVoteBC posts featured original content from British Columbians
#iVoteBC was trending on General Voting Day
Social Media Results*
43.4MPotential Campaign Impressions
1.3MMedia Views
33.4M#IVoteBC potential impressions
1M+ Engagements
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
previous election
7.71% increase in the % of registered
voters who voted since previous election
Campaign Results*
*Source: EBC Records and Website
Thank You!
WAHIBA CHAIR | SENOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR
LEARN MORE AND GET IN TOUCH AT: WAHIBACHAIR.COM
@WAHIBACHAIR

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Increasing Voter Turnout Using Social Media Strategy & Influencers

  • 1. Increasing Voter Turnout Using Social Media Case Study WAHIBA CHAIR | SENIOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR WAHIBACHAIR.COM
  • 2. WAHIBA CHAIR, MBA Senior Marketing Strategist & Instructor Digital + Social Media I help organizations create integrated + measurable strategies using data + relationships. WAHIBACHAIR.com
  • 3. Client 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.
  • 4. 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.
  • 5. Objectives [Social Media] • Increase voter turnout, especially amongst Millennials • Inform British Columbians on when, where, and how to vote • Increase engagement and advocacy
  • 6. owned + paid + earned media tactics to drive British Columbians to action; i.e. voting using #iVoteBC as an engagement platform. Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid) Awareness Consideration Voting Advocacy #iVoteBC STRATEGY
  • 7. OWNED MEDIA Elections BC Channels Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid)
  • 8. Channel Branding 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.
  • 9. 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
  • 10. What to Expect When You Vote? 119,061 Reach 216,623 Impressions 44,096 Views 44,518 Engagements
  • 11. 213,493 Impressions 4,925 Engagements 1135 link clicks Simple visuals worked really well on Twitter
  • 12. 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 BC website Instagram Website Ads
  • 13. Elections BC Channels (Key Results) 8.54M impressions 1M+ engagements generated through the EBC social media channels during the Election period. Facebook delivered the highest reach and engagement results. Impressions by Channel
  • 14. BC Millennials were the key audience reached through the EBC social channels. Source: Sprout Social
  • 15. PAID MEDIA Sponsored Content & Influencers Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid)
  • 16. 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.
  • 22. Influencer Support Influencers such as Miss 604 updated their profile photo with the “I Vote. Do You?” filter and showed their support on social media.
  • 23. Sponsored Content + Influencers (Key Results) 22,600 Article Views 208,559 Video Views 1.48M Impressions 7,093 Engagements
  • 24. EARNED MEDIA User Generated Content + Partner Support Elections BC Content (Owned) UGC (Earned) Sponsored Content + Influencers (Paid)
  • 25. Tactics to Promote Advocacy + UGC
  • 27.
  • 32. #iVoteBC Results 41.4% of #iVoteBC posts featured original content from British Columbians
  • 33. #iVoteBC was trending on General Voting Day
  • 34. Social Media Results* 43.4MPotential Campaign Impressions 1.3MMedia Views 33.4M#IVoteBC potential impressions 1M+ Engagements 98% Growth in Social Media Audience *Various sources including but not limited to: Sprout Social, Key Hole, native channel analytics, and publishing partners
  • 35. 67.61% increase in advance voter turnout since previous election 7.71% increase in the % of registered voters who voted since previous election Campaign Results* *Source: EBC Records and Website
  • 36. Thank You! WAHIBA CHAIR | SENOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR LEARN MORE AND GET IN TOUCH AT: WAHIBACHAIR.COM @WAHIBACHAIR