A good "vote for us" campaign asks for one action (vote), makes it ridiculously easy (the voting link and the category on every single ad), and gives people a reason to care (a face, a mascot, a story, something they recognize). Run it as a series, not a single post, so your followers see it more than once during the voting window. And when you win, design the victory lap before the results come out, because the "we won" post is the one that keeps paying off for years.
I've designed voting and winner campaigns for Philadelphia businesses in The Philadelphia Inquirer's Philly Favorites, including Pristine Home Care and American Family Care in South Philly. Both ended up with winner badges for 2024 and 2025. Here's how I approach these campaigns, with the real ads.
Why readers' choice awards are worth it
Local awards like Philly Favorites, "Best of" lists and city magazine readers' polls give a small business something most can't buy: a third-party badge that says locals picked you. Once you have it, it goes on everything: ads, your website, your Google Business Profile photos, signage, uniforms. It's proof that keeps working long after the voting ends.
The campaign to get there is mostly design and repetition.
1. One ad, one ask
Every voting ad should answer three questions in a second:
Who is asking? Your logo, mascot or face.
What do you want? "Vote for us." Not "Support local," not "We're nominated, isn't that nice."
Where do I do it? The voting link or handle, big enough to read on a phone.
That's it. Skip the service list, skip the paragraph about your history. The ad has one job.
2. Put the voting link on every single post
People don't scroll back to find a link from three posts ago. Put the voting URL on every ad in the series, in the same spot, in the same style. For Pristine, every story ended with the voting link at the bottom: votephillyfaves.com/pristinehomecare.
Also:
Name the category. "Vote for us for Best Home Care" beats "Vote for us." Voters often have to find your category in a long list.
Use a short, clean link. If the voting site gives you a long URL, see whether it has a shorter one or use your link-in-bio.
Repeat the deadline in the last week. "Voting ends Friday" gets people moving.
3. Give people a reason to care
A voting ad competes with everything else in the feed. The ones that get attention lead with something people already like.
For Pristine Home Care, that was the company's eagle mascot. Every ad in the series stars the eagle helping a client: pushing a smiling woman in a wheelchair, carrying groceries, helping a man with a cane, greeting someone in an armchair. It's warm, it's a little funny, and it says what a home care company does without a single bullet point.
Other hooks that work:
Your real team. A staff photo with "vote for us" is personal in a way stock never is.
Your customers. If they're happy to be featured, nothing is more convincing.
A running joke or character your followers already know.
4. Design a series, not a single post
Voting windows run for weeks. One post won't carry it. Design four to six ads that share a layout, colors and type, and change the photo or scene on each. Your followers see something new every time, but they always know who's asking.
For the Pristine series, the layout never changed: "Vote for us! Pristine Home Care" up top, the scene in the middle, the voting link at the bottom, all in the brand's warm orange. Only the scene changed.
5. Build for Stories first
Most voting traffic comes from people tapping a link while they scroll, which makes Stories (9:16) the main format. Design every ad vertically, keep the important parts out of the top and bottom edges where the app's buttons sit, and use a link sticker. Make a 4:5 version of the strongest one or two for the feed.
6. Plan the winner campaign before the results
If you win, you want the announcement up the same day, while people are still talking about the results. Design it in advance (and keep it to yourself until it's official).
A winner campaign should:
Lead with the badge. The official winner badge is the proof, so make it big and clear.
Say it plainly. "Voted Philly's favorite home care, two years in a row."
Celebrate, then thank. A trophy, a crown, confetti, then a thank-you to the people who voted.
For Pristine's win, the eagle got a throne, a crown and a trophy, and the line "Welcome to the winner's circle." The 2024 and 2025 Philly Favorites badges sit right on the ad. I also animated a short winner's circle reel and a "2 years in a row" reel for Instagram.
7. Keep using the win
The badge isn't a one-time post. Put it to work:
On your ads. American Family Care's South Philly story ads all lead with "Voted Philly's favorite urgent care, 2 years in a row," with both winner badges front and center.
On your website, near the top of the homepage.
In your Google Business Profile photos and posts.
On signage, flyers and uniforms.
A badge does more than any adjective. "Voted Philly's favorite" beats "the best urgent care in town" every time, because someone else said it.
Common mistakes
No link on the ad. Make voting a one-tap job.
Too much text. One ask, one link.
One post and done. Repeat it through the whole voting window.
A different look on every ad. Keep the layout so the series builds recognition.
No plan for winning. Have the announcement ready.
FAQ
How often should I post during a voting campaign?
Enough that most of your followers see it more than once. For most local businesses that means a few Stories a week through the voting window, plus a feed post at the start and a reminder near the deadline.
Should I run paid ads for a readers' choice vote?
Check the award's rules first. If paid promotion is allowed, a small boost of your best voting story to people near you can help. Your existing followers and customers are still the most likely voters.
What should a "vote for us" post say?
"Vote for us" plus your category, the voting link and the deadline. Lead with your face, team or mascot so people know who's asking.
What do I do after I win?
Post the winner announcement the day results go public, thank everyone who voted, then put the badge on your ads, website, Google Business Profile and signage.
Can you design our voting or winner campaign?
Yes. I design voting campaigns, winner announcements, stories and reels for local businesses. See my ad creative work and social media content, or start a project. For more on ad design in general, read ad creative best practices.