CASE STUDY
CoCo's elevation services at work:
Amplifying grassroots organizing with Detroit Action and TikTok
592,000
impressions at a cost of only $5,165.00
CLIENT:Â
Detroit Action, a member-led organization focused on creating an inclusive democracy that reflects the needs of us all.
Our client, Detroit Action, aimed to leverage the power of TikTok to engage and mobilize youth, while shifting the narrative around the importance of a multi-racial democracy.
OBJECTIVE:Â
To maximize sign-ups and engagement of new members and promote client's voter pledge and vote-tripling initiatives
From our script creation to effective special interest digital marketing and geofencing strategies - we successfully targeted working class Michiganders passionate about building power in their communities and converting that interest into real lead generation allowing Detroit Action to be introduced to and reach an audience statewide.
In collaboration with Detroit Action, we developed a core strategy for the midterm elections in 2022, utilizing a TikTok ad campaign solely for lead generation. Our objective was to maximize sign-ups and impressions for new members, Detroit Action’s voter pledge, and vote-tripling initiatives that would ultimately be used to increase engagement aligned with their O2O strategy. We employed A/B testing to identify the most effective ad assets, aligning with popular TikTok tropes and including strong calls to action.
296
acquisitions for Detroit Action
150
signed a pledge to vote in the upcoming election
80
new memberships
27
volunteer signups
STRATEGY:Â
Utilize TikTok advertising to target young voters, focusing solely on lead generation and O2O conversion. To identify effective advertising assets, A/B testing was used to optimize the campaign.
The TikTok campaign ran from October 14th to November 1st, generating 592,000 impressions at a cost of $5,165.00. Click-through rates and completion rates exceeded expectations, indicating the campaign's efficiency. Through our successful lead generation campaign, Detroit Action received 296 leads, and through Detroit Action’s successful Online2Offline funnel and infrastructure for offline action, secure 150 sign-ups for pledge-to-vote cards, 80 new memberships, and 29 volunteering opportunities.
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Every individual who signed up through the TikTok ad campaign was integrated into the Voter Activation Network (VAN) and encouraged to participate offline. Detroit Action provided trainings, canvassing opportunities, and membership involvement to foster a long-term commitment to their cause. The campaign successfully leveraged acquired data, research, and organizing infrastructure to strengthen the organization's mission.
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We streamlined the lead generation process by ensuring every individual who signed up through the TikTok ad campaign was integrated into Detroit Action’s Voter Activation Network (VAN) allowing Detroit Action to not only analyze the data in real time but appropriately funnel through Detroit Action’s infrastructure encouraging their Online2Offline participation strategies. With the right data and hot leads, Detroit Action provided trainings, canvassing opportunities, and membership involvement to foster a long-term commitment to their cause. This TikTok campaign successfully leveraged acquired data, research, and organizing infrastructure to strengthen their mission and build power during a critical and highly contested election with dramatic results.
OUR TOOLS:Â
Script creation, video production, defining custom audience, geofencing strategies, A/B ad testing & optimization, O2O form creation and management
TikTok is proving to be an effective tool for grassroots organizing efforts with a plethora of opportunity for communities to impact real change in their communities. Our Community Collective prides itself in successfully harnessing the power of TikTok to shift narratives and amplify grassroots efforts to build power for the most marginalized. Detroit Action’s successes highlight the value that CoCo can bring to your campaign through quality ad development and proven targeted strategies.
CONCLUSIONS:Â
The campaign met and exceeded the targets for the short time period that it ran. Detroit Action's and CoCo's strategies successfully harnessed the power of TikTok to shift narratives and amplify the client's voice, generate leads, and engage their audience.