HBO + Rock the Vote
Leading into the presidential election, HBO partnered with Rock the Vote to motivate more young Americans to vote in the election. To distinguish our campaign from the political chatter, we identified a unique message designed to resonate with Americans ages 18-24 not planning to vote:
There is more on the ballot than just electing a new president.
This message fueled an infotainment driven campaign, which spanned TV, social, paid media, email, influencer marketing and employee marketing, reaching roughly 15 million people in one week. It set new benchmarks for cause marketing initiatives at HBO and was nominated for a Shorty Award.
Director Brand & Product Marketing I Creative Strategy I Social & Influencer I Paid Media I Strategic Partnerships I Content Strategy I Cross-functional Leadership
This one-month campaign delivered 20 pieces of content weekly across paid, owned, and earned media, featuring an animated video explaining key ballot topics and clips of HBO talent promoting voter participation.
Lastly, the Sunday night prior to the election (ahead of Westworld), HBO aired a custom created TV spot featuring Veep’s Selina Meyer (Julia Louis-Dreyfus), delivering a special voting message to her fellow citizens. This spot was viewed by 3.5 million people across the HBO network and on social media.