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.
