Success Story

Anna Eskamani

for FL House (FL-47)
Social Media Audit, Digital Ads, SmartTexting

Overview

Three Tech for Campaigns teams worked to take stock of the candidate's existing social presence, and focused on awareness, persuasion, and GOTV campaigns using Facebook, Instagram, Google, as well as a personalized texting push.

Background

An Orlando native and daughter of immigrants, Anna Eskamani successfully flipped Florida's State House District 47. A highly competitive swing seat within a swing state, District 47 is located in northern Orlando where the Pulse Nightclub shooting occurred. Anna has worked for Planned Parenthood since 2012 and is extremely active in her community; she was endorsed by numerous organizations, making frequent appearances in the press even before launching her campaign. She was featured on TIME Magazine's cover for an article profiling the grassroots movement of women running for office for the first time in 2018.

Tech Needs

Social Media Audit

Anna had been very active on social media and received more than 150 press mentions going into her campaign launch. The TFC team performed a data-driven review of the candidates existing presence, helping her take stock of her progress to date, the demographic and geographic composition of her follower base, and trends across issues and messaging. The TFC team analyzed what was working, what wasn't, and sought opportunities to strengthen and grow Anna's social media presence during the campaign.

Digital Ads

The Digital Ads team managed paid marketing to grow Anna's following on Facebook and Instagram, targeting demographics identified by the social media audit team as key opportunities. This team tested images and messaging in order to best promote events and volunteer opportunities.

SmartTexting

This team designed and implemented a specific GOTV texting program in the district to drive voters to the polls during early voting and on Election Day. The texting project coordinated with the campaign’s existing field operations and the TFC digital ads team by setting up the texting program, devising messaging and themes, and using analytics to derive data-driven insights and improve messaging effectiveness.

“We are SO grateful for your incredible contribution of time and talent. Thank you for giving so much to our movement and helping us build a representative democracy!”

-Anna Eskamani

The Team

Social Audit Team
Jaehak Yu
Data Analyst
Jaehak Yu
Product Analyst, Postmates
Chris Jones
Social Media Analyst
Chris Jones
Digital Marketing Manager, Shane Co.
Digital Ads Team
Vicki Lim
Paid Marketer
Vicki Lim
Digital Marketing Manager, Gusto
Asya Blue
Graphic Designer
Asya Blue
Owner & Creative Director, Asya Blue Design
Douglas Weiss
Team Lead
Douglas Weiss
Offline and Retail Lead, Product Partnerships at Facebook
SmartTexting Team
Vinamrata Singal
Team Lead
Vinamrata Singal
Product Manager, Thumbtack
Judith Zissman
Operator
Judith Zissman
Founder, Aptate
Whitney Ricketts
Copywriter
Whitney Ricketts
Content Strategist, Facebook
Divya Parmar
Analyst
Divya Parmar
Product Analyst, Anki

The Work

Social Audit

Anna had been very active on social media and received many press mentions but she had not had the time to take stock of what was working or not working through these channels. The TFC team performed a data-driven review of the candidate's existing social media presence, helping her take stock of her progress to date, the demographic and geographic composition of her follower base, and observing performance across issues and mediums. The TFC team analyzed what was working, what wasn't, and presented Anna with an analysis and plan to strengthen and grow her social media presence during the campaign.

Digital Ads

The Digital Ads team managed paid marketing to grow the candidate's following on Facebook and Instagram, targeting demographics identified by the Social Media Audit TFC team as key opportunities. This team tested images and messaging in order to optimize performance and promoted events and volunteer opportunities.

SmartTexting

This team designed and implemented a specific GOTV texting program in the district to drive voters to the polls during early voting and on Election Day. The texting project coordinated with the campaign’s existing field operations and the TFC digital ads team, devising messaging and themes, and using analytics to test message variations, derive data-driven insights and improve overall messaging effectiveness.

The Results

Our campaign served more than 1.8 million impressions in a district of 158,274 people -- each reached resident saw Anna's ads an average of 5 times. Digital ads played a significant role in increasing awareness across the district. The texting team sent more than 23,000 messages in just 6 days. Eskamani successfully flipped her seat, beating her opponent by 11,785 votes. She is the first Iranian-American in the Florida House of Representatives.