The campaign created 10-second Snapchat videos that showed entertaining but message-oriented content, like Rand Paul destroying the US tax code – again with the demolition – using different implements.
The conservative group Secure America Now sponsored a 24-hour Snapchat filter, “How I feel about the bad Iran deal,” which allowed users to add their own pictures to the filter. Among the 178,000 responses were a photo showing a pile of horse dung. The effort was deemed so successful that the campaign duplicated it in three more states.
Harris knows engaging people is just the beginning. “Being entertaining gets reach, but putting votes in a box wins an election,” he said.
“The conversion is what’s hard,” he continued, “turning a viral success into an email address or a sign-up.”