Case Study

Univision

Univision Leverages Text Messaging To Drive Latino Voter Engagement

Univision Communications Inc. (UCI), called on eligible Latino voters nationwide to cast their ballots as part of its nonpartisan Vote For Your America voter engagement campaign.

Challenge: How do you increase the number of Hispanic, multicultural and millennial voters? 

UCI, the leading media company serving Hispanic America, wanted to increase the turnout of Hispanic, multicultural and millennial voters in the 2016 primaries and general election.

Univision’s goals were twofold:

  • Goal #1: Register 100,000 voters directly through this campaign.
  • Goal #2: Enlist 100,000 new text subscribers to increase turnout.

Solution: A text messaging campaign to empower registered voters to get to the polls

UCI collaborated with its partners Democracy Works/TurboVote, the NALEO Educational Fund, Mi Familia Vota, Hispanic Federation, National Council of La Raza and League of United Latin American Citizens, among others, to empower registered voters to get to the polls by providing the information and tools needed to make the process as easy as possible. The nonpartisan campaign launched Vote For Your America in February, 2016.

As part of this campaign, UCI used the Upland Mobile Messaging platform to enhance its innovative text messaging strategy with timely, nonpartisan election updates and reminders, personalized voter registration status, and, in partnership with the NALEO Educational Fund, real-time answers to voting-related questions. Subscribers also used the texting platform to request mail-in ballots, while receiving special nonpartisan messages of encouragement from Univision talent, including Karla Martinez of “Despierta America,” Carlos Calderon of “Sal y Pimienta” and Univision News’ award-winning anchors María Elena Salinas and Jorge Ramos. UCI worked directly with Ti Chesley, Director of Customer Success at Upland Mobile Messaging, on the campaign.

Results: UCI Achieves Over 200% of Registration Goals and 160% of Subscriber Goals

UCI surpassed both of its goals.

First, Univision directly registered more than 100,000 people to vote on its website, and (along with its partners) registered an additional 100,000+ at community events and phone banks. Together, as a direct result of this campaign, more than 200,000 people registered to vote. And this figure does not capture the many more people who registered to vote through other channels after being motivated by the campaign’s messaging!

Second,160,000 people subscribed to the text message platform, with over 85% remaining active throughout the campaign (despite a high frequency of text messages in the final months).

Perhaps most importantly, Univision’s efforts had a concrete impact on voter turnout.

Ron Estrada, Vice President of National Community Empowerment for UCI, was extremely pleased by the impressive results: “Initial data indicates registered Hispanic voters turned out nationally at a historic level, and a staggering 84% of the registered Latinos that subscribed to UCI’s text platform ended up voting,” said Estrada. “Clearly, the number of Latinos that registered to vote this election was significant, and we are proud of the efforts that Univision and its partners, including Upland Mobile Messaging, made to promote our communities’ participation. Ti’s help and the Upland Mobile Messaging platform were instrumental in us achieving these incredible results.”

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