How We Beat Big Tobacco with Memes
From the start, Prop EE faced enormous opposition from Big Tobacco because it pushed to create a tax on vaping products to fund post-pandemic education.
Effct.org partnered with Colorado Children’s Campaign to garner support for the YES on EE campaign. At a high level, we focused on education and awareness of Proposition EE, primarily through a texting campaign and a series of targeted content pieces.
We monitored how our content was performing and mid-way through the campaign, it became clear that memes were vastly outpacing every other post-type. It didn’t matter if they were about education, health, or kids, memes were getting more reactions, comments, shares, and page-likes across the board.
Our comment section was incredibly active, and where we saw the strongest threads of mis-information and Big Tobacco influence. While not all of the interactions were positive, the good outweighed the bad and we restructured our investment strategy to further leverage the memes’ impacts.
This move paid off down the line when Proposition EE passed with almost 68% of the vote, becoming the first successful legislative action supporting a nicotine/tobacco tax policy change since 2004.
Our Partnership with Effct has expanded our digital communications and is one of the main reasons behind our wins for Colorado kids this year. These wins stretch from the legislative session to the ballot box with Proportion to EE. The Effct team worked with us in true partnership, meeting new challenges with creativity and drive during this unprecedented year. They executed several statewide and federal campaigns on behalf of Colorado kids in coordination with us that we are immensely proud of. Effct and their incredible team are resources we will continue to utilize to make Colorado a beautiful place to live for all families.
Colorado Children's Campaign
By the Numbers
Targeted Text Messaging
Effct created and managed multiple text messaging campaigns that sent 657,000 message segments to different demographics of Coloradoans across the state. Our high-quality data and re-marketing strategy helped us reach an average reply rate of 10.7%.
While monitoring ad performance and website traffic throughout the campaign, we actively adjusted our investment strategy to prioritize the meme content that exceeded our expectations. Furthering this content’s success required constant evaluation due to the varied response of our target-audiences.