Neta Collab and Aquí Se Vota, a campaign run by Instituto, worked together to launch a digital voter engagement campaign to support Spanish-speaking Latinos in Arizona in voting for the first time.
Since many first-time voters lack accessible resources and hands-on support for voting, Neta produced a campaign focused on a Facebook Messenger support system, run by real people - Spanish speakers who had clear resources to provide to voters and could answer important questions like how to register and where to vote.
Facebook Messenger & Ads Management
Neta set up a Facebook Messenger system, led by native Spanish speakers, to help answer questions on the go to ensure voters could get quick support.
We then ran Facebook Ads, targeting older Spanish Speakers in Arizona, leading them to ask questions directly through our Messenger system.
Through these ads, we were able to collect data on the most commonly asked questions, identify voters who wanted to vote but hadn’t completed the registration process, and understand the important resources voters need that are often skipped in campaigns.
Our Impact
Our Facebook Messenger ads provide hands-on support to a key voter demographic in Arizona.
1M+
People Reached
15k
Messenger Users
7m+
Impressions
Video Content
We tested a variety of video content for the ads and social media accounts, including videos featuring influencers, celebrities, and families.
We saw the highest engagement with content featuring families, especially among our older voters. Interestingly, English-language videos with subtitles performed as well as Spanish videos for our target audience.
Stickers
We designed custom sticker packs to send to the Aquí Se Vota community. This opened up a younger audience that was engaging with us on social media, to mail relevant materials to their homes and reach other family members.
Along with our stickers, we also created Giphy stickers for Instagram Stories. We are the most-viewed Spanish-language voting stickers on Instagram.
The majority of voter outreach campaigns either do not reach Latino voters or don’t think strategically about the resource gaps that could be filled. Through Aqui Se Vota, we showed the power in working directly with the community, while providing accessible and easy-to-use digital tools that meet voters where they are.
Project Team
Randy Palacios
Ambar Lopez
Julia Sorrenti
Aida Lopez
Yazmin Guzman
Neta Collab is a creative agency for nonprofits and social good.
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