How We Defeated a High-Stakes Florida Ballot Measure with a Focused Social Media Campaign

IMGE partnered with Keep Florida Clean to combat Amendment 3, a deceptive marijuana legalization measure in Florida. Together, we launched a dynamic, real-time social media and influencer campaign.

Instead of relying on pre-scheduled content, we leveraged rapid response, trend-driven messaging, and influencer collaborations to drive engagement and shape the narrative. By utilizing all features of X—reposts, quote posts, replies, and multimedia content—the campaign maximized reach and impact organically.

Over three months, we gained 1,132 followers, delivered 3.2 million impressions, and achieved an average engagement rate of 3.6%, with posts generating 11,138 impressions and 397 engagements on average.

The campaign was a success online. But the real victory was defeating Amendment 3 on Election Day.