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 opportunity went beyond promoting a new exhibit.
The campaign needed to introduce the History Center to parents with young children who may never have considered it a destination for their family, while supporting both ticket sales and long-term membership growth on a limited budget.
Example Work
Showing the experience.
A local parenting creator captured the Children’s Experience through the eyes of her family, creating authentic content that could be extended through paid social.
Atlanta History Center influencer video
Show families the experience.
The Children’s Experience was something parents needed to see to understand.
Rather than relying on traditional exhibit messaging, the campaign showed real children exploring the space and gave parents an immediate sense of what a visit could look like for their family.
Put the media investment ahead of production.
With a constrained budget, spending heavily on a traditional production would have left fewer dollars to actually reach families.
We prioritized the media investment and worked with local parenting creators to produce authentic content during visits to the new experience.
Turn creator content into paid advertising.
Creator videos weren’t limited to the influencers’ organic audiences.
The strongest content became paid social advertising, extending its reach to more parents across the market and giving the campaign a steady supply of native short-form video.
Connect visitation and membership.
The campaign wasn’t limited to selling a single visit.
Paid social introduced the Children’s Experience while also communicating the value of membership, giving families a reason to consider Atlanta History Center as a place they could return to throughout the year.
Build measurement into the campaign.
Ticket purchases were tracked through the institution’s ticketing platform, connecting paid media to revenue.
Creators also received unique promotional codes tied to the membership offer, giving the History Center another way to understand how the campaign was converting families.
What changed
Membership performance exceeded the institution’s annual goal within just a few weeks of launch.
But the larger opportunity was introducing Atlanta History Center to a different kind of visitor.
The Children’s Experience gave families a new reason to consider the institution, and the campaign put that experience in front of parents in a way that made its value immediately clear.
