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2012 WINNER
New Media Strategies

ACCCE “Click-to-Call” Grassroots Advocacy

Cleveland Metroparks Zoo
Live Tweeting

CAMPAIGN OBJECTIVE
Cleveland Metroparks Zoo live-tweeted during the event, Things I’d Do If I Ran the Zoo,
on April 29, 2012 to share, in real-time, text gathered from children on what they would do if they ran the Zoo.

 

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RUNNER UP

CAMPAIGN OBJECTIVE
The campaign sought to rally online advocates to take offline action by calling target state senators. Other measurable objectives included: increasing the level of activism (determined by call volume), generating significant search and display ad impressions, and increasing the volume of social platform supporters.

STRATEGY
For a legislative campaign of this magnitude, it was critical to quickly motivate an army of grassroots supporters into a quantifiable result. Using simple, efficient messaging, with easy adoption techniques, NMS executed a two-fold approach to engaging constituents: educate and activate. Incorporating Twitter’s promoted tweets in collaboration with Google’s search and display ads for metrics proved to be an effective approach to provoke online engagement into offline action. Leveraging this activity, NMS developed a first-of-its-kind, a click-to-call campaign using Twitter, owned email lists and Facebook to connect local supporters directly to their senators. The ACCCE Twitter handle, @AmericasPower, was leveraged as a vehicle to drive calls directly into senatorial offices. If policymakers’ phones were ringing off the hook, it could provide valuable insight into the hearts and minds of their constituents. A high number of constituents calling their congressmen to speak out against Utility MACT would draw awareness to the issue, and potentially help delay or rewrite the rule.

RESULTS
Several key influential votes from senators can be directly attributed to the volume of calls received to their respective offices. Two specifically targeted Virginia senators, Mark Warner and Jim Webb, voted in favor of the CRA. The campaign resulted in more than 3,300 calls to senators’ offices, yielding over 41 hours of constituent-to-congressional-office talk time. Due in large part to promoted tweets, mobile devices had the highest engagement rate, ranging from 2-3 percent. In addition to their primary objective (influencing the outcome of the vote), ACCCE saw an overall increase in its total Twitter follower base. When comparing growth rates before and during the campaign, daily followers increased by roughly 153 percent. Further testifying to the overall effect of the campaign, both Twitter and Google used this campaign to create platform case studies, highlighting the success of this campaign as a first-of-its-kind in the advocacy space.

General Electric
HealthyShare: Surprise & Delight

CAMPAIGN OBJECTIVE
GE built this campaign to support their continued focus on tackling consumer-facing health issues and build brand association with health.