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VOTR
Strategy Recommendation
This project was an academic assignment for the start-up app VOTR, an AI-based voting assistant designed to help users explore, match with, and engage in conversations about political candidates and topics, with the goal of increasing Gen Z participation in the U.S. election. The team project was completed between March and June 2024, and our team won the final pitch with the client.
This page showcases the advertising project we created for VOTR; for more details on the continued app redesign project,
please refer to
Client Brief
How does VOTR work?
Our client is a startup developing an app called VOTR:
The Problem VOTR Needs Us to Solve
Gen Z Voters Primary Research
Online Survey: To better understand the target audience, we conducted an online survey with respondents aged 18-29. The survey primarily focused on their attitudes toward the U.S. election, their willingness to use AI tools in politics, and their views on social issues.
Interviews: We also interviewed some of our Gen Z friends about their personal views on voting.
Key Insights
Current Situation of Gen Z Voters
Target Audience
Gen Z Voters 18-29 years old
VOTR is the only AI-powered voting assistance app that supports your beliefs in an unbiased way.
Using cutting-edge technology, VOTR ensures a secure, efficient, and accessible way to learn about current political events and elections.
Positioning
Advertising Strategy
Targeted Digital Campaigns
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Social Media Advertising: Utilize platforms like Facebook, Instagram, and Twitter to reach potential users.
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Google Ads: Implement targeted campaigns using keywords related to voting assistance, political events, and election information to capture users actively seeking such services.
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Display Ads: Place banner ads on relevant websites.
Content Marketing
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Blog Posts and Articles: Publish informative content on VOTR's blog and other online publications discussing topics such as the importance of unbiased voting assistance.
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Infographics and Videos: Create visually appealing content explaining how VOTR works, showcasing its features, and emphasizing its commitment to unbiased support.
Influencer Partnerships
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Collaborate with influencers in the political and tech spheres to endorse VOTR, share their experiences with the app, and encourage their followers to download and use it.
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Ensure influencers align with VOTR's values of neutrality and technological innovation.
Email Marketing
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Build an email list of users interested in political engagement and send regular newsletters featuring updates on elections, political events, and new features added to VOTR.
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Offer exclusive insights or tips through email to incentivize users to remain engaged with the platform.
Referral Program
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Incentivize existing users to refer their friends and family to VOTR by offering rewards such as premium features, discounts, or donations to political causes of their choice.
Media Plan
Media plan generated by Commspoint
Creative Advertising Execution
Creative Mission
Based on all the research and analysis, our team proposed an advertising campaign in collaboration with the famous dating app Tinder.
How Does the Collaboration Work?
OOH Screen
Billboard
Tinder Ins Post
VOTR Ins Post
Out-Of-Home Campaign
We titled this collaboration "Go Out to Vote, and Then Go on a Date" and launched a promotional campaign with outdoor billboards and social media posts.
PAID MEDIA:
VOTR TikTok Promotional Video
TikTok is the perfect platform to promote VOTR, offering direct access to Gen Z through its massive reach, dynamic algorithm, and influencer-driven culture. By creating engaging video ads and collaborating with creators, VOTR can raise awareness about the importance of voting while showcasing its innovative features. TikTok’s ability to amplify messages through trends ensures VOTR’s campaign will resonate, inspiring Gen Z to explore the app, connect with key issues, and participate in the electoral process.
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