Instagram Facebook-f Twitter
Instagram Facebook-f Twitter

Case Study: Election Integrity

When and Where: September, 2022 in Pennsylvania.

Goal: Build confidence in 2020 election integrity in time for 2022 election.

Approach: 

  • Identify trusted sources for potentially skeptical Instagram users who don’t engage with news.
  • Build 15 second video responsive to lies and concerns.

Method:

  1. Develop 3 election integrity messages based on focus groups and best practices.
  2. Target non-news readers in specific states.
  3. Divide target audience into control and treatment groups.
  4. Target treatment message to treatment group.
  5. Use an Instagram poll sticker to quiz the control group and the users who watched the video.
45% increase in those agreeing that the 2020 election was secure versus the control group
True or false: the evidence shows that the 2020 election was secure.
PA Election Security Results