Working with Iris was great — the system was easy to use, the team was helpful, and we were able to add additional trigger tweets to the battleground states to help drive more engagement and earn a retweet from @BarackObama.
The recent U.S. election was a record breaker. More votes (c.156 million) were cast than in any other U.S. presidential election in history, whilst the turnout rate was also the biggest in over a century. In large part, these extraordinary numbers were the result of the way that both the candidates and their parties were able to engage prospective voters and encourage them to cast their votes.
Social media, of course, has become a vital way of mobilizing supporters and we were delighted to partner with the Democratic National Committee (‘DNC’) to support their outreach on Twitter, at both the Democratic National Convention and in the run-up to the election itself.
With a record number of people choosing to vote by mail or vote absentee as a result of the COVID-19 pandemic, in addition to the rules for doing so changing from state to state, providing accurate, localised information to voters on a mass scale was the priority for the Democrats.
Utilising Twitter to achieve this required an extraordinary amount of precision in order to coordinate state-specific content and timings, and ensure voters were equipped with the information they needed.
Adopting our Iris Twitter Marketing Automation tools, the DNC was able to carry out a nationwide like-to-subscribe campaign. Users were encouraged to subscribe for state-specific election updates by liking an initial trigger tweet. The DNC was then able to coordinate campaigns in the backend to ensure that the correct broadcasts were sent to voters based on their state and timezone.
Utilising Iris meant the team were no longer restricted to publishing general national information on Twitter, but were instead able to provide highly effective, targeted content that equipped and mobilised voters to turn out in record numbers.
What about the convention?
The Democratic National Convention is one of, if not the, premier event in the DNC's calendar outside of election day. Over fifty thousand spectators were expected to attend the event, but due to COVID-19 DNC had to reshape the way their event was held. They had to run a whole new format online and find new ways to engage supporters. This is where Iris' like-to-subscribe campaign came in - helping the DNC and their sister organisation, Democratic National Convention Committee, to build momentum for the event through Twitter. When the convention launched, their supporters were right there with them (over 28 million Americans tuned in to the event digitally or by television this year, “shattering” viewing records).
Over 250,000 tweets were sent out via Iris on behalf of DNC, saving time for the team and maximising the reach and relevance of the campaign nation-wide.
We were able to push the boundaries of what’s been done to date to digitally reach voters, which was extremely important during the pandemic.