Voter turnout from young and non-white Americans lags behind that of their older and white counterparts. Ahead of the 2020 General Election, we partnered with Sony Music Group to create a campaign that speaks directly to these potential voters.
“Your Voice, Your Power, Your Vote” was a multi-channel campaign blending high-wattage star power with practical voting resources in an attempt to mobilize new voters. Working closely with Sony labels, we created the campaign’s strategy and visual identity, including all key assets, scripts, and messaging.
- 650k views
- 300k clicks to voting resources
- 52m earned media impressions
- 130m potential social reach
The campaign was led by a hero film fronted by Sony talent as well as an educational social series, also narrated by artists. Further assets were used nationally for print, out-of-home and digital advertising, while interactive touchpoints included a website, social media content, filters, and merch produced in collaboration with PacSun. Participating artists and partners were also seeded a campaign kit that included a hoodie, t-shirt, beret and pins to boost social visibility.