EVENT MARKETING

Bringing new audiences to time-honored institutions.
Client: The Newark Museum of Art
Background: The Newark Museum of Art wanted to tap into unengaged audiences by offering adult-only, evening events that intertwined art and activism. The Late Thursday program was created to hook new, younger audiences. Due to this younger target audience, social media was the main tool for reaching potential attendants. As part of the program, the For Freedoms Late Thursday used visual and performing artists to encourage social change through voting.

Strategy: Using interest-based targeting, DBH was able to build and engage audiences that were most likely to attend. With a fairly small budget, we made every ad dollar count and increased the monthly visitorship from 85 people to 1,100. During the For Freedoms event, the museum team was able to register more than 100 voters and had visitors engage in many other social justice activities.