Agile Advocacy: Creating a Successful Social Media Advocacy Campaign

#SMWPT

Kaiya Waddell, Facebook (@kaiyawaddell)

Garth Moore, ONE (@garthmoore)

Deepa Kunapuli, Upworthy (@deepa_k)

Lauren Balog Wright, Powell Tate (@laurenbalog)

3

Action: Force Congress to include the Shaheen Amendment in the NDAA Bill

Multiple Touches: Messaged multiple times to supporters, organic and paid promotion behind all content.

Result: 36,000 letters sent to Members of Congress.

Facebook Drives Action: 16,000 letters are not attributable to our email program, and likely came directly from Facebook promotion.

18-Dec 19-Dec 20-Dec 21-Dec 22-Dec 23-Dec 24-Dec0

2000

4000

6000

8000

10000

12000

Likes

Organic push

Paid promotion

Shaheen Amendment: Protecting Our Servicewomen

Agile Advocacy: Creating a Successful Social Media Advocacy Campaign

#SMWPT

Kaiya Waddell, Facebook (@kaiyawaddell)

Garth Moore, ONE (@garthmoore)

Deepa Kunapuli, Upworthy (@deepa_k)

Lauren Balog Wright, Powell Tate (@laurenbalog)