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SUPPORTER AND USER-GENERATED CONTENT


Content made by the people.
Content made for the people.

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SUPPORTER AND USER-GENERATED CONTENT


Content made by the people.
Content made for the people.

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Love Trumps Hate Video Generator


Using tech + video to spread the love after the third presidential debate.

Love Trumps Hate Video Generator


Using tech + video to spread the love after the third presidential debate.

A positive tool

After the success of Hillary for America's widely-used "Trump Yourself" tool that allowed Facebook users to overlay Trump's insults over their images, we wanted to create an engagement tool that spread love, positivity and Hillary's vision for America.


Idea + Execution

I worked with our technology and design teams to concept and create a tool using the campaign's popular "Love Trumps Hate" phrase to create custom videos to share directly onto Facebook and Twitter.

It allowed them to personalize the video and choose:

  • A photo of themselves and people close to them
  • A typeface and design style for "love trumps hate"
  • A specific phrase relating to the core values and issues of the campaign
Mobile user experience.

Mobile user experience.

Desktop user experience.

Desktop user experience.


Promotion

Immediately following the final debate, we promoted the tool from the official Hillary for America, Tim Kaine and Hillary Clinton social media channels. 


Results

Thousands of supporters quickly made their own personalized videos across every issue and style on both Facebook and Twitter. It allowed us to gather additional data and promote the IWillVote.com voter information site to these people and all of their social media followers.

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Sad! Libs


Tapping into the creativity of Snapchatters.

Sad! Libs


Tapping into the creativity of Snapchatters.

News ways of trolling for the RNC

During the Republican Party's convention in July, our campaign was looking for as many ways to highlight the insanity happening in Cleveland across all platforms. While planning content for Snapchat, I realized millions of people would be watching the convention live at night, so it would be fun to give them something to do (and a way to express themselves) during the crazy four-night debacle.


Idea + Execution

I decided to combine a few of my favorite things:

   Road trip games
+ puns
+ mocking the insanity of the GOP
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   Sad! Libs

Sad! Libs was a Snapchat-specific game on the official Hillary Clinton Snapchat account where we uploaded several โ€œMad Libsโ€-like slides and encouraged our followers to screenshot them, fill them out and send them back to us for possible inclusion in a โ€œbest ofโ€ Snapchat story.

Sad! Libs Idea

Results

Thousands of people submitted some amazing responses. We compiled the best ones into a follow-up Snapchat story which encouraged more submissions and created a blog post of some (appropriate-to-share) favorites.

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Never-before-seen #TBT


List-building with exclusive content across platforms.

Never-before-seen #TBT


List-building with exclusive content across platforms.

Exclusive content

Any old photo we posted performed exceedingly well in terms of engagement and it made me start to think: How can we leverage the interest and desire for these old photos to further other campaign goals?

My idea: Promoting our SMS list (a major campaign priority) by having people text/opt-in in to our campaign number to receive a never-before-seen throwback photo of Secretary Clinton.


Promoting
the SMS opt-in

I created multiple pieces of content across platforms

  • A Throwback Thursday-themed blog post
  • Individual social media posts
  • A Snapchat story with a call-to-action at the end.

In honor of #ThrowbackThursday, text THURSDAY to 47246 for an exclusive, never-before seen #TBT photo of Hillary.

A video posted by Hillary Clinton (@hillaryclinton) on


Results

The tactic earned us several thousand new SMS subscribers and even a little earned media from a publication aimed at a key demographic for the campaign:

... today on Instagram, Clinton posted a number that you can text to get an unreleased TBT ... Is it possible that Hillary is kind of cool? Maybe not, like, Obama cool. But mom cool? Weโ€™re open to the possibility.
— Refinery29 // December 10, 2015
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GIPHY page


If you build it, they will come.

GIPHY page


If you build it, they will come.

GIFs for everyone!

Before the first Democratic Debate in October of 2015, we were brainstorming ways to arm our supporters with content and messaging to share themselves in addition to engaging with our official content. I suggested we partner with GIPHY to create an official page for Hillary Clinton. We created the page and subsequently used it for the remainder of the 2016 campaign, circulating pro-HFA and Hillary Clinton content into the internet bloodstream.

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Key Collaborators


โœจ Team work makes the dream work. โœจ

Key Collaborators


โœจ Team work makes the dream work. โœจ

Victor Ng

Victor Ng

Design Lead

Suelyn Yu

Suelyn Yu

Lead Product Designer, Engagement

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Aaron Lewis

Product Designer, Engagement