According to the U.S. Census Bureau Public Information Office, #Census2020 participation increased from previous years and reached 99.98 percent response rate by the end of the self-response and field data collection operations. In fact, the Bureau was the largest government advertiser of 2020, surpassing all performance benchmarks.
The numbers speak for themselves. Click-through rate for the campaign surged — 63 percent higher when compared to the industry benchmark. This was largely propelled by the ArtHouse influencer campaign, which generated a 3.3x higher click-through rate.3
The Bureau also broke ground as the first government advertiser to run an Amplify Sponsorship with Live Nation. This led to 738K #RapsodyLive live-stream views, 5.7M unique visitors reached and pre-roll video view rate that was 58 percent higher than the government benchmark.4
By using real people who shared their real stories — and by explaining why participation this year was so crucial — Twitter provided the Bureau with a way to knock at people’s digital doorstep. Hear more from the Deputy Chief of the U.S. Census Bureau: