National Museum of
african american music

The National Museum of African American Music in Nashville, TN is a project 20 years in the making, and the only museum of its kind telling the story of African Americans and their impact on music. Originally slated for a Labor Day 2020 open, its plans were halted due to the global pandemic, invalidating pre-existing marketing strategies.

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As NMAAM’s agency of record, Authentique quickly developed a new approach, pivoting to a strategy focused on executing programming through content and supporting messaging campaigns with social/digital activations. Authentique successfully kicked off a fully integrated 360 marketing campaign, and launched 4 *NEW* social/digital programs.

SERVICES
Marketing Strategy
Creative Development
Social Media Strategy & Community Management
Digital Strategy
Website Development
Content Development
Influencer Engagement
Experiential Activation

Goals

  • Create a 360o campaign strategy that builds awareness of NMAAM 
  • Leverage exclusive content and ownable programs to engage target audience 
  • Offer a strong call to action to drive growth of NMAAM owned channels
  • Establish NMAAM as a thought leader of Black music

Results & Solutions

  • Earned Over 473 Million Pr Impressions
  • Named As Conde Nast Traveler’s 2020 “one Of The 20 Best Places To Go In The World.”
  • Featured In NYT, WSJ, Huff Post, ESSENCE, CNN, CBS This Morning, & USA Today
  • Increased Web Traffic By 100%+
    • 123% Increase In Total Pageviews
    • 88% Increase In Total Sessions
  • Grew Social Channels By 25%+
    • 31% Increase In Facebook Follows
    • 28% Increase In Facebook Likes
    • 34% Increase In Twitter Followers
    • 59% Increase In Instagram Followers

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From large brands to small and midsize businesses, Authentique has quickly developed a reputation for delivering superior results.