Let me breakdown this project I worked on for the city of Dallas for the Census campaign. It was all about ensuring an accurate count for the 2020 Census, especially in some Hard to Count (HTC) segments where there were challenges to overcome.

As the account manager on the project, I was responsible for coordinating and overseeing everything. I was hired as a consultant through White Pants Agency, and it was an important and rewarding role.

One of the highlights of the Dallas County Counts campaign was testing different messages with specific HTC segments. We wanted to connect and engage with populations that might face barriers in responding to the census. For instance, the Hispanic/Latino community required special attention, conducting in-language message testing to ensure effective communication.

But our work didn't stop there. We also dove into influencer outreach, leveraging the power of various influencers to spread the word about the census. From community leaders and elected officials to social media influencers and even celebrities, we worked with them to tailor messages and maximize their reach to specific target audiences.

Throughout the campaign, I directed the art team to create eye-catching digital ads and animated content for social media. It was essential to keep the campaign fresh and engaging throughout its lifespan, and the team did a fantastic job bringing the visuals to life.

And here's a fun part of the campaign - we had a local Dallas artist design custom Nikes for some lucky winners! This unique and creative idea added an exciting touch to the campaign and generated quite a local buzz.

Overall, it was a challenging yet incredibly fulfilling project. We faced obstacles, but with the right strategies and creative approaches, we successfully reached the HTC populations and contributed to an accurate census count for Dallas County. Working on a project with such a significant impact was truly rewarding, and I'm proud of the role I played in making it happen.