Our team helped transform Mayor Bloomberg’s Demand Action and Mayors Against Illegal Guns (now Everytown for Gun Safety) into the premier anti-gun violence advocacy group in the nation. We provided branding, web development, technical infrastructure, digital strategy, advocacy platform, and blast email support in a sustained campaign environment.
We had worked with Demand Action for several years in its organizational infancy. Following the tragedy at Sandy Hook, we worked with a dynamic team to harness the subsequent gun reform momentum. The advocacy group wanted to become the predominant voice in the movement – both online and off.
Our team worked around the clock for months to setup a digital infrastructure that would accommodate massive flows of traffic and activity. We then setup dynamic petition and microsite infrastructure that would maximize user and supporter growth around senseless acts of violence across the country.
We also worked to develop a robust social media presence, creating avatar programs that were widely adopted by supporters. The site was populated with dynamic daisy chaining, seeking to maximize participation following action taking. Supporters were given multiple opportunities to submit user generated content, including photographs, video testimonials, and other dynamic messages of support. As the email list grew, we setup numerous landing pages that were A/B tested for conversion optimization.
Demand Action became the most important organization in the gun reform movement in a remarkably short period of time. Due to the digital team’s efforts, the list of email supporters grew from 100,000 to over 1.8 million. Both Facebook Likes and Twitter followers eclipsed 400,000. And large petition activities frequently resulted in hundreds of thousands of signatures. Demand Action was able to immediately scale its technical infrastructure to handle massive traffic virtually overnight.