SESSION 3: BIDEN FOR PRESIDENT By Methods+Mastery

The third instalment of the ICCO Awards Masterclass is instructed by 2021’s Strategy and Evaluation ICCO Global Award winners, Methods+Mastery, on their campaign, “Biden for President”.

This webinar will give you insight into how the agency used a high-level, data-based methodology to find middle ground between useful trends and the Biden camp’s core areas of interest to formulate a comprehensive strategy to meeting their client’s needs.

The session includes a 40 minute in-depth presentation on Methods+Mastery’s Biden for President campaign and a 25 minute Q&A session.

Time stamps:
00:00 – Introduction
02:52 – Break down of session
03:22 – Agency background (bringing brand and cultural moments to life)
04:13 – What made the ‘Biden for President’ campaign a unique case
04:48 – The Brief, target audience and campaign objectives
07:06 – Approaches to research & insight (figuring out barriers and what needs to be done to overcome them)
11:40 – Strategy: Educating voters on voting options, building trust in tandem with introducing vote-by-mail, aligning Joe Biden with causes that mattered most to core values, etc.
13:04 – Campaign execution: Identifying trusted influencers, rigorous vetting process including analyzing years of online behaviour
16:42 – Content creation (including connecting content to specific influencers)
20:37 – Safe voting kits
21:30 – Digital toolkits
22:23 – The head & the heart/ Outreach with impact
26:25 – Breakdown of the objectives – Objective #1 – Engage earned influencers
31:55 – #2 Using influencers’ social channels to reach target voters in battleground states
34:52 – #3 Raising awareness of alternative voting methods
37:24 – Outcomes
38:26 – What they learnt
40:02 – Q&A

Speakers

Kate Whitney, SVP, Director of Staff – Kate helped launch Methods+Mastery in 2018 as part of the leadership team and serves as Director of Staff for the agency and a brand strategist / day-to-day account lead for YouTube and Google. Prior to Methods+Mastery, Kate has extensive experience spanning consumer tech, partnerships, sports sponsorship, finance, consumer retail, and healthcare industries developing brand narrative, integrated strategy and consumer activations.. Kate has a Masters in Mass Communication & Journalism from Fresno State University.

 

Molly Hulsey, Account Director, Influencer Activation Lead – Molly Hulsey joined the Methods+Mastery team as an account director in August 2020 and as a celebrity and influencer activation specialist, focused on developing and activating integrated strategic campaigns that leverage the power of celebrity to reach key audiences for clients. Prior to Methods+Mastery, Molly served as a core member of the sports & entertainment group at FleishmanHillard for seven years, activating global campaigns for clients both in FH’s London office (2017-2020) and the firm’s St. Louis global headquarters (2013-2017). Molly’s specialty is finding unique and creative ways to put her clients in front of the right audiences, whether it’s getting Beyoncé to post an Instagram for U.S. Soccer or coordinating a wing-eating contest between James Corden’s parents and Rob Gronkowski for Buffalo Wild Wings. She has deep experience in developing brand narratives, integrated strategy, talent procurement and management, event activation and global media relations.

Kelly Baker, VP, Director of Planning & Strategy – Kelly joined Methods+Mastery in 2020 to create and lead its Planning & Strategy function. She oversees Planning work and M+M’s team of Planners globally, helping clients such as Google, IBM and Capital One Finance create work that drives real change. Before joining M+M, Kelly led Planning at FleishmanHillard in London. While in the role, she transformed the agency’s approach to Planning & Strategy, ensuring that compelling audience insight sat at the heart of all the agency’s work. She also created the agency’s first-ever team of Planning Apprentices, training the agency’s most promising strategists in planning skills.