CALIFORNIA 100

Context:

Mozaic was engaged by California 100, a two-year initiative focused on envisioning and catalyzing a dramatically better future for the state, to provide a communications strategy focused on driving reach through social media and garnering attention for policy reports and events put forward by the initiative. Over the course of four months, the Mozaic team developed and executed a social media campaign to raise awareness for the California 100 brand and drive attendance for a series of policy reports and events.

Approach:

Mozaic's deliverables focused on content creation and included: social media graphic design, copywriting, and paid social media advertising. Ahead of each report release, the team supplied California 100 and its partners with toolkits, containing suggested graphics and social media copy. Once client-approved, the content was deployed across California 100 and its partners' social media accounts.

Outcome:

For the project's premiere in  Sacramento, an overarching brand was created,

drawing inspiration from John Lennon's famous, "War Is Over, If You Want It," poster.

This large, in-person event surpassed its attendance goals, and the "War Is Over" theme

was well-received by key California 100 stakeholders. In addition to developing content and other valuable communications materials that helped deliver key messages to high priority audiences, the Mozaic team enhanced organic social media promotions through paid advertising on Twitter. The campaigns featured call-to-actions that were designed to drive attendance and highlighted best-performing content. These campaigns were also

hyper-targeted to California's public policy influencers, using techniques developed across dozens of paid social media advertising campaigns.