A program designed for the people…
When you have a candidate crossing the nation running for president (and eventually vice president), you need a social media program that will keep up. While every moment is scheduled, the best moments are often impromptu, like when Harris gave two young women public speaking advice in the rope line. Just like I did with Under Armour, I pioneered a new content strategy and tactics designed to showcase Kamala’s character, drive home her policy positions, and raise money for her campaign. Our strategy, designed for Kamala Harris, was replicated by other campaigns with various levels of success. After building an infrastructure to set the candidate up for success, we cut clips in real-time, tossed away our previously drafted editorial calendars, and created a product drop strategy that ensured our biggest fans could rep their favorite candidate.
As a director, photographer, producer, and content creator, my team and I strategically grew Kamala’s social media audience, targeting core demographics with a data-driven approach. We tested new content formats, and when they worked (candidate-driven content for engagement, direct-to-camera for fundraising), we elevated those processes to be a natural part of our routine. When they didn’t (polished Instagram stories, tweets with photos), we relegated them to the recycling bin. We were left with tried and true tactics that we could share with our creative partners, state teams, influencers, and organizers. We even tackled social issues true to Senator Harris, like elevating the stories of people of color, women who are shattering barriers, and the story of LGBTQ+ Americans.
Results
Raised nearly 200K in one quarter organically (+96.6% increase from Q1)
Increased engagement on social accounts across the board by +10%, organically
Had the most engaged Twitter and Instagram account of any democratic candidate in the 2020 Campaign Primary cycle
Notable Social Media Coverage
The KamalaGIF
There probably isn't a politician who makes more facial expressions than Kamala Harris. We leveraged her power of authenticity and emotion to build a meme-able, fun way to invade the internet during critical moments. While our GIF game might sound like all fun and games, KamalaGIF was crucial to driving website traffic, candidate awareness, and share Kamala's character. In a campaign season where we were busy asking if women candidates were "likable" enough (eye-roll), this was one way we could cut through the noise and show authenticity.