The Challenge
In 2019, Authentique was tapped to serve as the National Museum of African American Music’s agency of record and deliver a 360-degree marketing approach to generate excitement and awareness ahead of the Museum’s grand opening. As the opening was delayed and impacted by the global pandemic, Authentique shifted from pre-existing marketing plans to a digital-first approach with key VIP-focused events produced under strict COVID-compliant protocols.
THE OBJECTIVES
We were tasked to create a 360-degree campaign strategy that builds awareness of NMAAM, while leveraging exclusive, own-able content programs to engage the target audience. We also needed to offer a strong call to action that would lead to the growth of NMAAM-owned channels, while establishing NMAAM as a thought leader in Black music.
Big Win(s)
PRODUCED 15 VIRTUAL AND IN-PERSON EVENTS,
INCLUDING 3-DAY BLACK MUSIC MONTH
EARNED OVER 473 MILLION PR IMPRESSIONS
GROWTH
Increase Total Pageviews
Increase in Instagram Followers
Increase in Youtube Subscribers
