Generation Progress
Role: Senior Manager Strategist
Timeline: 2021
Strategy
Understanding the challenges of advertising to an audience of 18-29 year olds prone to banner blindness and short attention spans, we focused on unique media opportunities in highly targeted environments. We sought partnerships that allowed authentic message amplification, testing platforms like Teen Vogue's social channels and Snapchat where Generation Progress had no prior presence.
We kept the complexity of messaging in mind by focusing on impactful ad formats like carousel units and video that allowed for deeper storytelling. We proposed creative concepts leveraging Venn Diagrams of intersecting issues, a popular and recognizable meme format at the time.
Challenge
Generation Progress, the youth engagement arm of the Center for American Progress, needed to educate young adults about the intersection of abortion access, criminal justice, and economic justice while making the connection that canceling student loan debt is a racial and reproductive justice issue. The campaign also aimed to grow digital footprint and grassroots supporters.
Results
Teen Vogue partnership had the lowest cost per impression and clicks with highest click-through rates, validating our hypothesis that messages from trusted partner handles would resonate more substantially. The campaign won the 2022 AVA Digital Awards Gold Winner for Digital Marketing Campaign for its innovative approach to communicating complex intersecting issues.
Examples of story units
5.6M
Impressions
35,270
Clicks
172
Petition Signatures