No on Amendment 3: Using X to Defeat a Ballot Measure

We executed a managed social media strategy for Keep Florida Clean, a campaign advocating against Amendment 3, a ballot measure in Florida. The campaign had two primary goals: awareness and persuasion.
Over a three-month period on X, we gained 1,132 followers organically and delivered over 3.2 million impressions, with an average engagement rate of 3.6%. Posts averaged 11,138 impressions and 397 engagements.
And, most importantly, our efforts were successful. In November’s election, Amendment 3 was defeated.
How did we do it? Our strategy had four main pillars:
Rapid Response to Breaking News: Our managed service approach enabled us to monitor breaking news in real-time and respond within hours. By quickly creating and deploying relevant content, we ensured ghat our messaging stayed timely and capitalized on heightened public interest.
Utilizing All Features on X: To maximize impact, we leveraged every available feature on X, including retweets, quote tweets, replies, and multimedia posts like images and videos. This approach enhanced post visibility and encouraged interactive engagement with our audience.
Influencers: Our influencer marketing strategy amplified the campaign’s reach and credibility. By
collaborating with trusted voices who aligned with our message, we extended our content to their engaged audiences. Influencer retweets and mentions substantially boosted our metrics, with posts supported by influencers driving significant increases in reach and engagement.
Data-Driven Optimization: The campaign adjusted strategy on the fly with real-time analytics, reallocating resources to top-performing posts and identifying high-engagement opportunities.