These days, it’s not easy to cut through the noise online. But ahead of the 2022 midterms, HeadCount managed to blow up the internet with a series of innovative voter registration campaigns in collaboration with Harry Styles, Meghan Trainor, Billie Eilish, and other top celebrities. Powered by Impactive's Custom Voter Registration tool, HeadCount captured the attention of youth voters and had a sizeable impact on midterm election turnout by ensuring that over half a million Americans were ready to vote.
HeadCount is a non-partisan, nonprofit organization that promotes civic engagement through voter registration and education. Due to its creative approach of engaging young voters at music festivals and other popular events, its campaigns are uniquely capable of activating Gen Z to engage in the democratic process.
In the lead-up to the 2022 midterm election, HeadCount needed a tech partner that could collaborate closely with them to meet their needs for a new initiative: Good to Vote. HeadCount’s Good to Vote campaign aimed to get young voters ready for Election Day by ensuring that they were registered to vote and had all of the key information they needed to turn out on November 8.
Good to Vote was powered by collaborations with top influencers and celebrities HeadCount’s tech platform needed to offer the features and scale necessary to promote these high-visibility partnerships. Impactive was pleased to work with HeadCount on a customized voter registration tool to supercharge the Good to Vote campaign.
HeadCount launched a series of star-studded giveaways to incentivize voters to check their registration, leveraging Impactive’s gamified Custom Voter Registration functionality. The customizable nature of the voter registration tool allowed HeadCount to create dedicated landing pages for each celebrity-endorsed giveaway. In addition, Impactive’s mobile-friendly registration flow was crucial to HeadCount’s success, as they knew that most voters would enter the giveaway on their phones while at concerts and other live events.
HeadCount launched campaigns with a wide range of celebrities, from Harry Styles and Billie Eilish to Stephen Colbert and Amy Schumer. These promotions created a lot of buzz, gaining hits with top media outlets like Billboard and Variety. Each campaign encouraged entrants to check their registration status for a chance to win exciting prizes, like a trip to meet the celebrity or custom-designed merchandise. Most importantly, participants could gain extra chances to win by referring three friends to check their registration statuses (via a personalized referral link), leveraging the proven concept of action tripling to drive more impact.
HeadCount’s 35 Good to Vote promotions demonstrated unprecedented conversion rates of up to 70%, which led to 520,116 voter registration checks via Impactive. Over 50,000 entrants checked their registration via the Harry Styles promotion alone! In addition, these viral voter registration campaigns allowed HeadCount to grow its messaging list significantly, resulting in over 250,000 new subscribers.
The success of HeadCount’s Good to Vote initiative highlighted the power of virtual voter mobilization, and is a prime example of cultural and technological innovation in civic engagement.
In 2023, HeadCount will continue to use Impactive to focus on engaging young voters in their advocacy work. Impactive is excited to collaborate with HeadCount to prove that authentic civic engagement work happens year in and year out.
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