Fight the Horror Campaign for The Ghoul Mates
Objective: Create a campaign to raise awareness on the importance of making informed decisions and taking action in the 2020 social justice movement and election.
Duration: The campaign ran June 8 through November 2.
Target Audience: The campaign was created for the audience of The Ghoul Mates on Instagram and the podcast, which is available on all podcast streaming services and YouTube. The target audience was comprised of men and women, between the ages of 25-34, who love Halloween and horror, and wanted to start taking an active role in social justice and voting but did not know where to begin. The campaign used popular themes, horror and monsters, within the target audience's community to make the cause relevant to their interests.
Attribution and Software: Based on factual information, identified through research, Amanda Romo wrote the copy and show notes for the entire campaign, designed the slides on Adobe InDesign, photographed and edited images Adobe Photoshop, and used the Instagram application to execute the project at identified optimal times with strategic hashtags. Additionally, she provided art direction to Rodolfo Romo to illustrate the monster hands on Adobe Illustrator, record, and edit the episodes featuring the campaign on Adobe Audition.
Instagram Carousel Post
An Instagram carousel post was created to provide information and resources for people who wanted to participate in the social justice movement and vote.
Click on each image to view full size.
Instagram Story Highlight
Next, a story highlight was created to quickly refer podcast listeners to the resources that were provided.
Click on each image to view full size.
Podcast Episodes Featuring Fight the Horror Campaign
Two episodes of The Ghoul Mates Podcast featured the campaign as a Pre-Roll to the main show. One was produced to introduce the campaign and one was produced near the end of the campaign, at the peak of election season.
Stickers for Patreon Pledges
Stickers of the Fight the Horror monster hands were produced to bundle in Patreon pledges. The purpose of the stickers was to raise awareness of the campaign and a portion of the proceeds, through election season, would be donated to Vote.org.
Additional Instagram Posts
Posts with messages of inclusion, equality, and peace were created to raise awareness of the #FightTheHorror movement.
Voting Essentials Post
The last post of the Fight the Horror campaign was to raise awareness on essentials needed when voting in person.
Results: The Instagram account had less than 200 followers at the start of the campaign and had more than 1,500 followers at the end of it.
The podcast had less than 20 downloads/episode when the first pre-roll aired. By the time the pre-roll aired towards the end of the campaign, the podcast had more than 250 downloads/episode.
Content from the Fight the Horror campaign was shared a total of 546 times, by some of the biggest influencers (20k+ Instagram followers) in the target audience's community, and saved 177 times. Additionally, portions of the pre-roll on the podcast were shared to listeners' Instagram Stories.
The Fight the Horror campaign maintained an average engagement rate of 45% and resulted in a $40 donation to Vote.org.
