Online to Offline Activations

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Type:

Grassroots Campaigns

Role:

Digital Lead

Date:

Nov 2015

Preview

https://bit.ly/racismisntfunny

Online to Offline Activations

In 2015, I saw an opportunity to launch a rapid-response digital campaign aimed at preventing a controversial public figure from using their role on Saturday Night Live (SNL) to mask their racist history.

The campaign lasted for a month during the spring and included the creation of a brand vehicle, a microsite, digital toolkits, and partnerships with local organizations. As a result, we achieved a 50% organic growth in our organizational mailing list, garnered hundreds of thousands of dollars in earned media coverage, and mobilized grassroots support, transforming what was initially planned as an online campaign into a much larger movement.

Understanding how to leverage political opportunities through the media cycle and cultural trends can lead to digital growth for anyone willing to test and invest.

After launching a MoveOn petition that quickly grew to 100,000+ signatures, it was clear that the general public did not have the appetite to see Donald Trump's incendiary remarks satirized. Partnering with national Latino advocacy organizations, I led an effort that gathered international attention. Originally conceived as an online action for people across the United States to take action, this campaign was successful thanks in part to the partnership leveraged with local and state leaders, support from my supervisors, and a willingness to push the boundaries on what traditional online campaigns could look like.

By collaborating with national advocacy groups, unions, and non-profit organizations, I co-led a digital initiative that attracted over 74,501 unique visits to homeishere.us and engaged 1,255 grasstops leaders, from elected officials and religious leaders to business executives and university presidents. This coalition website offered high-quality content, digital resources, and reliable information for advocates nationwide, urging the U.S. Supreme Court to protect a deportation relief program that enables young immigrants to live and work in the country they consider home.

The success of the "Saturday Night Live" campaign led to other online to offline opportunities championed by senior leadership.

This campaign required managing up to senior leadership, while securing top of the line outputs from consultants and contractors.

In 2016, when Donald Trump threatened to send the National Guard door to door across the country to carry out his mass deportation agenda, I developed a multi-state plan that provided digital tools, resources, and support to local advocates who were willing to ask their state's governor whether they intended to follow along with Trump's proposed enforcement operation.

Using our organizational mailing list, I identified and vetted state leaders who would help launch and deliver petition signatures to their governor's offices in Arizona, New Mexico, Utah, and other border states.

The result? Earned media coverage and added awareness and engagement from online audiences, and our team was recognized for their ability to quickly scaffold digital campaigns that empowered local community members.