A campaign to turn a new generation of activists into registered voters.
The YouTube community is famous for organizing movements. And yet, despite this digital activism, they’re the least likely demographic to vote in a presidential election.
In 2016, I worked as a key part of YouTube's agency partner, Big Spaceship, in order to change that. Along with my team, I was responsible for campaign ideation, campaign naming, influencer selection and messaging, and accompanying social posts.
YouTube’s objective was to increase the levels of new voter registration and election day turnout for the 2016 election. We aimed to reach 50% of U.S. millennials.
- Only 1 in 3 millennials voted in 2012.
- In 2016, 50% of unregistered voters were millennials.
- 2016 was the first election cycle where millennials outnumbered baby boomers, regardless of registration.
Using high-profile YouTubers and celebrities, we developed a light-hearted, challenge-oriented message during two key moments: National Registration Day and Election Day.
Over 211 unique videos were created by top YouTubers and celebrities, including the Rock, Cher, Ryan Seacrest, Conan O’Brien, The Chainsmokers and more.
Through these videos (and so many more) we achieved over 11 million combined views and over 1.7 billion impressions.