As the Content Creation Specialist for the North Carolina Democratic Party’s Digital Team, I am responsible for creating graphics and social media campaigns to educate voters, uplift our candidates, and disseminate our Democratic message across the state.
2020 GOALS:
- Increase our social media following across the board by 10%
- Use social media as a tool to contact, educate, empower, mobilize, and persuade North Carolina voters
2020 RESULTS:
- Through the creation of organic posts, we were able to reach millions of voters during the 2020 campaign cycle
- Successfully grew Instagram and Twitter by 19.6% and 17.8% respectively. Facebook grew by 7%, falling a little short of our goal; however, this number still represents a growth of over 6,000 and more than doubled our 2018 growth.
- In just the final 28 days of the campaign cycle, we reached almost 3 million people through organic social media posting alone.
- Some of the other results are confidential and not able to be publicly displayed
2021 GOALS:
- Increase our social media following across the board by 5% during a municipal election year
- Conduct more A/B testing through digital messaging to learn what voters care about most
- Use social media as a tool to contact, educate, empower, mobilize, and persuade North Carolina voters
2021 RESULTS:
- Instagram and Twitter continued to show the most growth for the second year in a row. Our Instagram audience grew by a staggering 70% and Twitter received almost 3,000 new followers.
- Our Facebook audience continued to grow, but has begun to do so at a less rapid speed. We have concluded that due to the demographic of Facebook users, our future goals of Facebook growth will be less than Instagram and Twitter. Additionally, we want to turn some of our efforts to newer social media platforms such as TikTok and Snapchat.
- Some of the other results are confidential and not able to be publicly displayed
SOCIAL MEDIA GRAPHICS
The graphics below are just a small sample of social media graphics I have created and posted for the North Carolina Democratic Party’s social media accounts. Although only square graphics (sized for Facebook and Instagram) are shown, each graphic was part of a comprehensive campaign and accompanied with graphics sized for Twitter, Instagram Stories, and Mobilize when appropriate.
CAROLINA BLUE ROAD
In July of 2020, during my first week with the NC Dems, the fundraising team asked for help with their newest fundraising campaign, ‘Carolina Blue Road.’
GOAL:
To expand our fundraising audience outside of North Carolina to those in non-battleground states that were looking for a way to inivest in flipping the White House and Senate.
BACKGROUND INFO:
No Republican has won the Presidency since 1956 without winning North Carolina.
MESSAGING:
The road to the White House is #CarolinaBlue. No Republican has won the Presidency since 1956 without winning North Carolina — which means we can stop 45, but we need your help: Pitch in $15 to ditch 45.
DELIVERABLES:
This was my first time using After Effects and creating motion graphics, and it is something that I would like to dive into even deeper in the future!
Our campaign was a huge success and we were even quote tweeted by celebrities like Debra Messing, Patton Oswald, Dan Pfieffer, and Julián Castro.
