Case Study #1

Electile Disfunction

$700,000

Raised in Small Dollar Donations

15 Million

Views Across Organic & Earned Media

The For the People Act was a once-in-a-generation democracy reform bill that would expand voting access, end partisan gerrymandering, and overhaul campaign finance to favor small donors. The problem?

Most Americans had never heard of it.

RepresentUs needed to:

Raise awareness of the legislation
Mobilize supporters to take action and donate to the cause
Dramatically increase brand visibility in a crowded political news cycle

The Strategy

This campaign needed to break through the noise. My approach combined strategic firepower, bold creative, and celebrity partnerships to create a viral moment that would drive both awareness and action.

Here’s how we tackled it:

Start with the story:
Crafted a hilarious, shareable concept “Electile Dysfunction” to frame a complex political topic in a way that was accessible and entertaining.
Leverage influencers strategically:
Secured A-list talent, including Mark Ruffalo and Jonathan Scott, to instantly boost credibility and reach.
Design an integrated, multi-channel launch:
Coordinated owned, earned, and shared media, anchored by a Rachel Maddow Show exclusive, to maximize impact.

The Execution

Delivering Kickass Creative

Led concept brainstorming and script development, iterating to land on airtight storytelling
Coordinated with director, actors, and celebrity managers to secure appearances and deliver performances that would get people’s attention
Oversaw production to ensure the final cut aligned with the campaign’s strategic purpose and brand tone

Multi-Channel Launch

Negotiated a 12-hour exclusive with The Rachel Maddow Show, premiering to 2M+ viewers
Rolled out a coordinated launch across owned channels (email, web, social), paid ads, and earned media
Activated celebrity partners and their star power to amplify reach, tapping into a combined 30M+ social followers for millions of organic views

Pivot to Maximize ROI

Optimized the campaign funnel in real-time, capturing both audience growth and revenue impact: When early results showed the video was driving unprecedented donations, I quickly shifted resources to double down on fundraising and galvanize support around a small dollar donation campaign to air the ad on primetime TV

The Results

15M+

Over 15 million
total views of the video across organic and earned media

1000%

10x increase in traffic to the RepresentUs website within 72 hours

3x

Tripled new member signups in the 3 weeks after launch

$700k

Exceeded fundraising goals, raising $700,000 in small-dollar donations

Elevated RepresentUs as a leading voice in democracy reform, with over 25 national press hits driving attention to this story and our brand

Why It Mattered

This campaign turned complex policy into a viral, movement-building moment. By blending earned, owned, shared, and paid media with social-first creative and celebrity talent, we transformed awareness into action and storytelling into measurable change.

While the For the People Act didn’t pass, our work gave it a fighting chance: raising its profile, building public pressure, and showing leaders just how much Americans care about protecting our democracy. It’s the kind of bold, creative, high-impact work I love to do.