CHALLENGE

Museum of the Bible (MOTB) is a 430,000 square-foot museum and attraction located in the heart of Washington, D.C. Before opening, the museum faced the mighty task of generating mass brand awareness to people in D.C. and around the world. To get the word out, MOTB needed to overcome a .16 national brand awareness percentage and generate millions of online social media views to gain the attention of the masses, drive attendance, and make the global impact MOTB’s founders expected.

SOLUTION

Museum of the Bible turned to Prolific for the strategy and execution for the museum’s grand opening. Prolific crafted several key growth strategies to drive awareness and attendance. Additionally, Prolific aided in the national paid media strategy and buy, the creative campaign, and various deliverables for MOTB’s digital ecosystem, such as website design and development and social media content.

RESULTS

  • Produced over 45 million cross-channel campaign views in one targeted three-month brand awareness campaign titled “Experience the Book.”
  • According to Nielsen Ratings, the campaign increased MOTB’s brand awareness from .16% to 11% nationally and 29% in D.C.
  • The “Experience the Book” campaign also achieved a social “like versus dislike” approval rating of 96%, an uncommon approval rating for a faith-oriented organization.
  • On the heels of Prolific’s national ad campaign, Museum of the Bible welcomed over 500,000 guests in the first six months of opening.

“Not only did Prolific help raise the museum’s brand awareness to up over 11% nationally, through the ‘Experience the Book’ campaign, they also changed the expectation of visitors, reshaped the perception of our target audience, and per Nielsen’s research, millions are now more likely to visit the museum and recommend it to a friend after being positively impacted by the campaign.”

Kristine Deininger, Creative Director, Museum of the Bible

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