SWIFTIES FOR KAMALA LAUNCHES FIRST OF ITS KIND TARGETED FANDOM MAIL CAMPAIGN TO VOTERS ACROSS PENNSYLVANIA
November 2, 2024
Over 250,000 mail pieces were sent to low propensity, female voters in the key battleground state. This program is linking voter files to data based on concert-goer purchases.
Swifties For Kamala (S4K) sent over 250,000 mail pieces encouraging Pennsylvania voters to vote for Kamala Harris for President and take a pledge to vote. Included in 50,000 of the mailers was an exclusive “Voting Era” friendship bracelet. As of this release, over 4,600 pledges to vote have been submitted because of the mailer.
The included card was inspired by a “VOTE” card sent out by the singer in merchandise packages during the 2020 election cycle. The Swifties for Kamala mailer asked Swifties to take a pledge to vote, make a voting plan, and share with their friends. It included several Taylor Swift lyric references, and a quote from her endorsement of Vice President Harris. See a PDF of the mailer here.
“Our mail program is taking what Swifties for Kamala has been doing through social media, volunteer events, and in person activations, to our community’s mailboxes and ultimately to the ballot box. We are offering encouragement, information and a call to action all wrapped up in a welcoming star-covered envelope,” said Annie Wu Henry, S4K Campaign Manager. “Mail programs are typically hyper-political when you look at them, and oftentimes go immediately into the trash. We are revamping this form of communication with a gentler touch, that calls the voter in with a community and message that we anticipate they will resonate with.”
“Mail programs are typically hyper-political when you look at them, and oftentimes go immediately into the trash. We are revamping this form of communication with a gentler touch, that calls the voter in with a community and message that we anticipate they will resonate with.”
This is a first of its kind program with an online community like Swifties For Kamala reaching out to their fandom community through a data-driven, targeted mailing initiative. Pennsylvania Swifties have been sharing photos of their cards and bracelets across social media: here, here, and here.
The targeted recipients included young women between the ages of 18-34 with an interest in live music and a low voting propensity. Bracelets were distributed across the state with 20,000 to Philadelphia, 10,000 to Pittsburgh, and 20,000 spread across Bucks, Philadelphia, Montgomenery, Chester, Allegheny, and Delaware counties. All mail recipients are able to receive an additional exclusive Swifties for Kamala friendship bracelet by scanning the QR code and pledging to vote.
After the election, S4K plans to test the efficacy of the program by cross-checking voting records of the recipients.
The program was in partnership and paid for by Fund the Future, a federal hybrid PAC.