Overview
The Democratic National Convention Committee (DNCC) knows how powerful real-time social storytelling can be in driving advocacy and change in an instant.
For the 2024 Democratic National Convention, the DNCC used Greenfly’s AI-powered platform as a content hub to bring thousands of curated short-form live content assets to the masses, with the help of a new on-the-ground creator program and other key advocate groups.
The DNCC aimed to:
- Create a unified ecosystem for managing event content, workflows and processes
- Capture, aggregate and organize real-time assets during the Convention
- Amplify key moments by encouraging advocates to create and share content
Background
The DNCC saw how important short-form content on social media had become in driving awareness and excitement for candidates and their platforms among prospective voters — and how much its influence and impact had grown even since the last Presidential election.
The team wanted to build upon the success of their 2020 partnership with Greenfly to distribute Convention content broadly. Given the return to the Convention’s traditional in-person format, a big focus for 2024 was collecting and distributing live event photos and videos on-site. And they wanted to tap into expanded platform functionalities such as AI-powered asset analysis, UGC collection and user event galleries search. This meant relevant content could be shared even faster to reach and sway target audiences more effectively.
The digital team knew that having a centralized short-form content hub that could automate these tasks for a massive live event like the Convention gave them a major edge at a critical time. Social messaging in the moment would be so much easier and more impactful for everyone involved.
Greenfly was absolutely incredible and a game-changer for our creators and podium speakers during the DNC. It gave them everything they needed to quickly access content, share updates, and collaborate with one another in real-time. The limit did not exist when it came to the possibilities for content sharing and the 1:1 customer support attention Greenfly provided. It truly empowered our convention users to produce impactful, engaging content with ease.
Cayana Mackey-Nance Director of Digital Strategy, DNCC
Partnership
Within days, the DNCC was up and running with Greenfly, thanks to the close partnership between Convention stakeholders and both on-site and remote cross-functional Greenfly team members. The DNCC digital team easily onboarded much of their staff and other advocates to the platform leading up to, during and even following the Convention. In minutes, they were ready to go.
Advocates quickly adopted the Greenfly mobile app to upload, download and share key event content within seconds. This included on-stage moments like Vice President Harris’ nomination acceptance speech and Convention activities. The app made it simple for DNCC staff to communicate with them about content requests or questions.
Over 400 DNCC advocates created and shared digital videos and photos, including more than 200 on-site creators who were part of a first-of-its-kind Convention creator program. Other advocates included speakers, committees, partners, volunteers, and both convention and campaign staff.
Throughout the Convention week, many of the platform’s advanced features helped share event stories: Greenfly +Connect automatically imported over 2,300 broadcast video clips from Grabyo and approved still images via Dropbox for distribution. Greenfly +AI Vision rapidly analyzed uploaded content through subject facial recognition, auto-tagged it, and routed it to individual asset galleries based on the event day, recipient and more. UGC submitted through the Greenfly +Engage fan engagement solution was even used for programming interstitials between event speakers and sessions.
Drive advocacy and engagement with award-winning AI software.
DNCC brings messaging to the masses with AI-powered short-form content and live event storytelling
Impact
As the backbone of the DNCC’s short-form content operations at the 2024 Convention, Greenfly played a vital role in getting impactful content out to new audiences and potential voters as events were happening.
Greenfly +AI Vision processed over 2,600 unique assets for distribution during Convention week. Even more extraordinary: Every unique asset was used, and the median asset processing time was only 13 seconds! Advocates downloaded and shared over 11,100 images and videos, helping to amplify the Convention’s themes and highlights to audiences. Those advocates included 80 event speakers, such as top politicians’ teams and key committee members, who downloaded and shared over 400 pieces of content.*
Notably, the content that creators shared, thanks to the raw assets Greenfly supplied them, performed far better than traditional media. They created nearly 7,000 social posts, which garnered about 400 million impressions — for an estimated media value of over $800 million.**
The DNCC digital team was thrilled with how much content was collected and distributed from this historic Democratic National Convention to reach and engage audiences and voters across the U.S.!
- 2.6k+ unique assets processed by Greenfly +Ai Vision
- 11.1k+ total image & video downloads & shares
- 200+ on-site creators
- 400 million impressions across social media platforms
- $800 million+ estimated media value of those social impressions
Sources: *Greenfly, 7/24-8/29/24 (primarily 8/19-8/23/24); **DNCC, August 2024Live Event Content & AI
