The Challenge
DJs at the Polls is an organization that brings local DJs to polling locations on election day to create a celebratory environment that adds joy to one of the most important moments of the year for democracy. For the 2024 election, they wanted to further awareness of their brand and mission, and in turn encourage more people across states and demographics to vote.
Our Role
GPS stood up a campaign in record time, from September to November 2024. Building from launch to election day, our earned media campaign raised brand awareness for this creative, grassroots organizing effort. The campaign spanned the country and built traction across several key battleground states: Pennsylvania, Michigan, Wisconsin, North Carolina, and Georgia. This was also focused on encouraging voter turnout, providing voters with the knowledge that at these polling locations they would be met with a fun, family-friendly environment – especially relevant in an election cycle notable when many voters feared facing hostility at the polls.
Our Approach
We deployed an earned media campaign that prioritized local news coverage in print and on television, given that a key goal of the campaign was for voters in these communities to know the event was occurring, and at which polling locations. The roll-out prioritized a few key placements leading up to election day, and then a larger push on election day itself.
Results
- 108 Unique articles with a $36.23M average ultimate media value.
- Placements in The Philadelphia Inquirer, Detroit Free Press, Houston Chronicle, and many other local newspapers.
- 23 broadcast television mentions
- Over 1,000 hits of article engagement on election day
Outcome
Widespread coverage of the organization’s history and impact; targeted local coverage; established brand recognition for a grassroots effort.
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- Voting Rights