Campaign digital · 2018
Andrew Gillum for Governor: a digital push before the 2018 Florida primary
In the five days through the August 28, 2018 Florida Democratic primary, AONE Creative ran a digital push supporting Andrew Gillum. It reached 5.45 million unique users, with 1,362 influencer accounts and 158,280 hashtag post placements.
- Andrew Gillum
- Governor
- Florida
- 5.45M unique users in five days
- 2018
- Andrew Gillum
- Governor
- Florida
- 5.45M unique users in five days
- 2018
- Andrew Gillum
- Governor
- Florida
- 5.45M unique users in five days
- 2018
The brief
A short push before primary day
AONE Creative ran a limited digital push, backed by Robert F. Smith, supporting Andrew Gillum in the final days before the Democratic primary for governor of Florida. Gillum won the primary on August 28.
The push leaned on influencer accounts and hashtags across social.
What we did
Influencers, hashtags and timing
- Influencers
1,362 influencer accounts
Influencer accounts carried the message to their own audiences.
- Hashtags
158,280 placements
Hashtag post placements extended the reach across social.
- Timing
Building to primary day
Posting rose from 63 a day on August 24 to 828 on August 26, and stayed above 500 a day through primary day.
Results
Reach in five days
- 5.45MUnique users reached, Aug 24 to 28, 2018
- 2,638Timeline posts
- 2,638Story posts
- 1,362 unique influencer accounts
- 158,280 hashtag post placements
Campaign figures: AONE Creative campaign reporting.
The report
Posts by day
Timeline and story posts by day, with the reach, influencer and hashtag totals, from the campaign report.
What it taught us
Timing is a strategy
A short push, timed to the last days before a vote and carried by influencers, reached millions. We build campaign plans backward from the dates that matter, and AI automation now screens influencer accounts and reports every placement as it posts, so a short push can adjust by the hour.
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Campaign digital
Five days out from a primary?
In the five days before the 2018 Florida primary we reached 5.45 million unique users for Andrew Gillum. Tell us the race and the deadline.