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VIDEO CONTENT


Dipping my toes in the video waters.

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VIDEO CONTENT


Dipping my toes in the video waters.

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Pulling a Kim Kardashian


Taylor Swift : Chris Christie :: Kim K. : Hillary Clinton

Pulling a Kim Kardashian


Taylor Swift : Chris Christie :: Kim K. : Hillary Clinton

Background

During the GOP convention in July 2016, Governor Chris Christie used his primetime speech slot to trash Secretary Clinton. It was interesting because our video team had some footage on file where he was much nicer to the Secretary as recently as February 2016.


Execution

Instead of rolling this video footage out on Facebook and/or Twitter like we normally would, we decided to take a page from Kim Kardashian's book. She had recently released never-before-seen footage of Taylor Swift on Snapchat and it set the internet on fire. We decided to leak the footage of Christie the same way: on the official Hillary Clinton Snapchat.


Results

While it wasn't as widely-talked about as Kim K's Taylor moment, this quickly drew attention, new followers and lots of internet buzz.

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Annotated speech on Facebook Live


Bringing Secretary Clinton's words to life.

Annotated speech on Facebook Live


Bringing Secretary Clinton's words to life.

Facebook Live became an integral part of our amplification strategy around many of Secretary Clinton's major speeches and events. Some speeches (like the above examples) were billed as major takedowns of Donald Trump and were inherently buzzy. Other speeches were more run-of-the-mill policy addresses that didn't have a huge hook for viewers to begin watching or start part-way through the live event. We saw this in the numbers as live views, long-tail views and engagement were much lower.

 So, I went to our video team and asked if there was a way to "annotate" a speech as it happened in real time with text, images and on-screen video to:

  1. Bring Secretary Clinton's important words, past experiences and anecdotes to life
  2. Give people who might be tuning in late a preview of what is happening (and a reason to engage)
  3. Give people who may be tuning in without sound (the majority of viewers) the ability to keep watching or motivate them to plug those headphones in
  4. Give more people a reason to share the video once it was no longer live and just on Facebook

We made it happen! 

Check it out:

Results:

  • Live viewership doubled the average of comparable broadcasts
  • We saw major bumps in engagement each time a new piece of annotation content was on screen (e.g. text, video, photo, etc) 
  • Post-speech shares increased significantly as the display image we chose featured "love trumps hate"
  • SMS opt-ins for the keyword "JOIN" spiked as it was displayed on screen throughout

ย 

Also, this guy enjoyed it. ๐Ÿ‘๐Ÿผ

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Hyper-local celebrity videos


Doing big things for small parts of an important state.

Hyper-local celebrity videos


Doing big things for small parts of an important state.

NH Primary

The New Hampshire primary is incredibly important. The campaigns pour tremendous time and resources into the state and I had the chance to spend the final two months of the 2016 primary there serving as Deputy Digital Director. One project I worked on while there was a video series where major celebrities recorded direct-to-camera shout outs of local organizers in key areas of the state. It got people to reach out to their local organizers and generated crucial earned media in local media outlets.

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HQ delegate tracker Vine series


Getting under your opponent's skin (and math!).

HQ delegate tracker Vine series


Getting under your opponent's skin (and math!).

Trolling + informing

Throughout the contentious Democratic Primary, each side enjoyed some light and effective trolling of the other. After a bruising loss in Michigan, we wanted to highlight the fact that we were still far ahead of Sanders when it came to the only number that mattered: delegates. The result was a Vine of two of our designers coloring in a delegate counter we posted across from the front desk at HQ. It allowed us to set the record straight and have a little fun in a creative way. The attention it drew encouraged us to make it an ongoing series.


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Key Collaborators


โœจ Team work makes the dream work. โœจ

Key Collaborators


โœจ Team work makes the dream work. โœจ

Quinnie

Quinlin Kelly

Associate Video Producer
&

Facebook Live Expert

Ida

Ida Woldemichael

Design Lead
&

Marker Maven โœ๐Ÿพ

Meg

Meg Vazquez

Design Lead
&
Marker Maven