The 99 issues kind the TikTok digital home in help of the Biden Harris marketing campaign
Political organization at the grassroots The 99 problems led to the establishment of The House of US, a virtual TikTok house with different creators who pursue the same goal: to see the Joe Biden / Kamala Harris ticket emerge victorious on election day.
The 99 Problems identified themselves as a group of like-minded, multiracial, male and female Biden / Harris supporters from areas such as culture, entertainment, marketing, professional sports, and venture capital. The goal of The House of US is to ensure that young voters have all the information they need to participate in the process and successfully submit their ballots by November 3rd.
A survey by the Harvard Kennedy School Institute of Politics in September found that 63% of respondents between the ages of 18 and 29 will “definitely vote” this year, up from 47% in 2016, on top of being willing to vote. The 99 issues address issues such as voter suppression to keep young blacks, Latinx and other non-white voters out of the polls.
Jesse Stollak, Converse's chief marketing officer, co-founder of The 99 Problems, took a sabbatical from Converse to focus on choice.
In a statement, he said: "The data is clear that there has never been a better opportunity to get young voters to the polls and the 99 came together to play a role in making that happen." In 2008, Barack Obama used social media (Facebook, YouTube, Twitter). In 2016, Donald Trump took advantage of targeted micro media news and purchases. We believe that in 2020 TikTok will be the platform that can make a difference as it is peer-to-peer and preferred by this new generation. Our mission is simply to help them vote securely on election day. "
The 99 issues teamed up with Jade Darmawangsa from X8 Media and Ogo from TheThirteenth in the TikTok house, which is virtual due to the pandemic.
Members of the House of US are:
- King Science (8.9 million followers on TikTok)
- Itsjustaba (5.9 million)
- Thereal_tati (4.3 million)
- Nataliaseth (1.9 million)
- Samvicchiollo (1.9 million)
- Vagianna (1.6 million)
- Maya (200,000)
- AlexSey (200,000)
They use the days leading up to election day to post content created in their own style with the aim of reaching the target audience of every member within Generation Z and millennial voters.
King Science said in a statement, "We're using our creative abilities to get the vote. I've always wanted to use my TikTok to change the world. I believe the influence of the House of the United States can have an impact on our society as we know it. No other project I've done is as meaningful or important to me as this. "
99 Problems co-founder Michael “Kiko” Akiko, former artist and repertoire director at UMG Africa, added, “We use the best practices from our respective industries – the same ones we use to reach young consumers – to do something incredibly important to try and our foundation purposely includes a wide range of races and belief systems in order to be as representative as possible. There is no stronger maxim in marketing than word of mouth, and the House of US is a modern approach to educating Gen Z and millennial voters. "