Agency of Record

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

123%

Increase Total Pageviews

276%

Increase in Instagram Followers

502%

Increase in Youtube Subscribers