Introducing a new family audience through authentic content and paid media
Atlanta History Center launched the Goizueta Children’s Experience, a new interactive space designed for young children.
The challenge was not just promoting a new exhibit, but reaching parents with young kids who had never considered visiting a history institution.
The campaign also needed to support both immediate ticket sales and long-term membership growth, within a highly constrained budget.
We focused on showing the experience through the eyes of children, allowing families to immediately understand its value.
With a limited budget, we prioritized media over production, working with local parenting creators to capture authentic visits instead of investing in traditional creative.
Those videos became the primary advertising assets and were deployed as paid social ads to drive ticket sales while also communicating the value of a family membership in the same message.
Measurement was built into the campaign from the start. Ticket purchases were tracked directly through the institution’s ticketing platform, and influencers were
Membership performance exceeded the institution’s annual goal within just a few weeks of launch.
Most importantly, the campaign introduced a new audience to the institution, expanding who sees the History Center as a place for them.