Founded by Stacey Abrams in 2014, The New Georgia Project is a non-partisan organization focused on registering and civically engaging Georgians. Since its inception, NGP has registered almost half a million Georgians across its 159 counties. In 2020, Thrive was tapped to support NGP’s traditional and digital marketing efforts to more deeply engage diverse and millennial audiences.
New Georgia Project – Digital & Influencer Marketing
Challenges
- Organically increasing its social media presence, reach, and overall cross-platform engagement.
- Developing digital content and campaigns that uniquely and authentically highlight the organization's mission, increasing social chatter.
- Establishing the organization as a trusted voice and go-to resource for millennials and young Georgians, thus increasing voter engagement and turnout among this audience segment.
Solutions
- Developed a cross-platform digital communications strategy and plan.
- Engaged influencers in a multi-year relationship resulting in positive sentiment, 800K video views, over 1.2M impressions, and expanding the brand’s reach by over 1.2M.
- Increased positive brand sentiment and engagement among millennial audiences throughout Georgia with over 260,000 engagements.
With Thrive’s support, NGP and NGP Action Fund have increased the following on their brand pages by up to 60K followers.