Unlocking New Audiences:
How CLYDE’s Integrated Capabilities Helped This Advocacy Group Maximize Their SCOTUS Media Opportunity—and Go Much, Much Further.
A M E R I C A N S U N I T E D
01 ⎹ Challenge
Americans United for the Separation of Church and State was gearing up to argue Kennedy v. Bremerton School District before the Supreme Court. And while SCOTUS cases are as high-profile as it gets, 2022 saw a summer packed with blockbuster cases.
CLYDE knew that, if Americans United was to maximize its media opportunity, it would need something truly special. This campaign would have to be as strategic, intentional, and effective as possible—and with the Court’s late-breaking decision to hear the case, we had only a week to get it off the ground.
02 ⎹ Strategy
CLYDE used our media expertise to deliver a lightning-fast campaign. Prepping faith leaders for press interviews and pitching out the constitutional stakes, we quickly shaped the case’s narrative. Our messaging commanded audiences’ attention, earning Americans United the extensive coverage it needed.
CLYDE’s strategy revealed a key insight: there was a much wider audience interested in Americans United’s signature issues. CLYDE evolved our initial strategy into a fully integrated nationwide campaign focused on mobilizing a national recommitment to the separation of church and state.
03 ⎹ Impact
20.8 million impressions. CLYDE’s media strategy to maximize the Kennedy v. Bremerton School District oral arguments led to 20.8 million impressions.
20k new advocates. CLYDE’s integrated campaign for Americans United connected with their target audience, driving engagement and leading to thousands of pledge signatures on Americans United’s website.
$12.8+ million in earned media value. Following the Bremerton arguments, CLYDE developed a fully integrated campaign for Americans United—and it paid off, securing millions in earned media.
10+ million paid digital impressions. CLYDE’s digital strategy helped Americans United reach a massive new audience, connecting with millions nationwide.
CLYDE’s lightning-fast earned media campaign for Americans United quickly evolved into a high-impact, fully integrated nationwide communications initiative.
IN ⎹ Action
CLYDE secured Americans United’s President and CEO interviews with fifteen national outlets, including NBC News Radio, CBS Radio Network, Newsy, Cheddar, and more.
The campaign included:
Paid digital marketing
Social media strategy
Additional earned media
Print advertising
A custom landing page
Stakeholder engagement strategies
Video creation with celebrity influencers
Podcast engagement
Bespoke media training
A comprehensive digital toolkit for influencers and affiliates
Multimedia assets strategically deployed across platforms