Vote Her — 2024 Election Campaign
A social-first election campaign urging people to vote for the planet—using bold, platform-native storytelling to spark conversation, mobilize civic participation, and drive record engagement across channels.
PATAGONIA
Results
9.9M
reach
563K
engagements
6.4%
engagement rate
Scope
Patagonia’s 2024 election campaign needed to move beyond awareness into genuine civic participation—without feeling like a brand co-opting a political moment. I led social strategy and creative direction for “Vote Her,” working across Environmental, Creative Studio, and Brand Marketing from early ideation through execution. I embedded platform-native thinking into the creative process—shaping formats, storytelling, and publishing strategy to ensure the work resonated authentically and drove participation. During the campaign’s main push, I also activated Patagonia’s ambassador network, extending reach and credibility through trusted community voices.
Impact
13.3M impressions and 9.9M reach through organic social, outperforming Patagonia's 2020 election campaign despite increased platform restrictions on electoral content
563K engagements and 729K video views with a 6.43% engagement rate across a multi-format campaign
"This is…Not a…" assets on Instagram and TikTok became the highest-performing posts on both platforms at that point in 2024 — a record subsequently broken by the Leave Democracy Better Than You Found It and Yvon Chouinard statement posts later in the campaign
Drove 1,785 volunteer shifts with the League of Conservation Voters, exceeding the mobilization goal by 19%, proving that Patagonia's community, when reached with the right message, converts from environmental commitment to direct political action
Established a replicable framework for advocacy-driven social storytelling that has directly shaped how subsequent campaigns are briefed and built
Strengthened the role of performance insights in early-stage creative development, improving how campaign ideas were shaped for social outcomes