Vote.org: GOTV social & influencer campaign reaching millions
Role: Creative strategy for Vote.org’s 2020 “Get Out the Vote” social media toolkit, designed for nonpartisan reach, engagement, and voter participation during one of the most high-stakes U.S. election cycles.
Context & stakes: In 2020, the U.S. presidential election faced record polarization, voter misinformation, and unprecedented pandemic-related voting challenges. Vote.org, a leading nonpartisan voter engagement platform, needed a scalable way to mobilize younger, digitally native audiences across social platforms without diluting its trusted, unbiased voice.
Approach:
Developed a shareable, creator-friendly social toolkit with GIFs, graphics, captions, and stories optimized for Instagram, Twitter (now X), and TikTok
Partnered with influencers and brands to amplify messaging to millions of followers organically
Built distribution workflows to make adoption frictionless for creators and organizations
Coordinated rollout around key election dates to drive voter registration, education, and turnout
Maintained nonpartisan positioning while still feeling culturally relevant and platform-native
Impact:
40M+ impressions across channels
108M GIF views from toolkit assets
1,200% growth in Instagram following during campaign period
Expanded Vote.org’s social media reach and engagement for future election cycles
Provided a repeatable, ready-to-use GOTV toolkit for the team to update and partners to use in subsequent elections
Team: Partnered with Maxwell Billings, 18 Coffees (consulting group) and Vote.org’s GOTV team.
