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Black Lives Matter protest

ACLU - San Diego & Imperial Counties

Case Study

Role: Social Media Manager, Website Developer, and Digital Ad Buyer

Deliverables: Audience development and social media management

The Outcome: Developed a strong audience and community growth across the ACLU-SDIC social media channels

The Challenge

We began managing the  ACLU of San Diego and Imperial Counties’ (ACLU-SDIC) social media channels during their busiest time, the 2020 election. DI& was tasked with managing the organization’s digital presence from outreach and audience development, to communicating important advocacy national and local messages around immigration, the 2020 election, abortion rights, the impact of the death of RBG, and human rights.

Our Approach

We worked directly with ACLU-SDIC’s staff to better understand their local and national mission and the messages they wanted to convey to their audience. Through analyzing the national branch’s branding and their local branding, we worked on designing creatives and creating messages that spoke to their community to advocate for the issues they were most concerned and passionate about. Additionally, we accompanied important campaigns and events with digital ads that enabled us to help reach a broader audience on Facebook and across the internet, which helped increase visitation to the organization’s website and increase engagement within their social media channels.

Stronger social media presence

Increase of 383% of engagement on social media

Display ads gained 1.3 million impressions

1,349 Total posts on all social media channels

The Impact

There was an increase of 383% of engagement on their social media platforms, compared to eight months prior. Through digital ads, we reached over 1.3 million in total impressions via Facebook and display ads, with videos viewed over 57,300 times and converted dozens of new ACLU-SDIC event prospects to their internal organizing team.