Insight: With funding for the arts under threat in northern New England, people wanted to feel empowered to help solve the problem. This strategy revolved around helping museum visitors see themselves as champions of the arts.

Main message and theme: Art is here because you answer the call.

Creative Direction: NH Gives features more than 300 nonprofits, all raising money on the same day. As New Hampshire's public art museum, we wanted the social-first campaign to have a bold aesthetic that stood out in crowded feeds and felt artful. We took inspiration from the French New Wave and the Currier Museum of Art red to create mysterious vignettes placing a red phone ringing at different locations throughout New Hampshire, from downtown Manchester to the mountains. When the phone rings, the message is clear: art is here because you answer the call.

Integration: Alongside a drum beat of alluring Reels, our videographer placed the red phone at the center of the art museum's historic lobby, with a message asking visitors to leave us a voice message about what the Currier gives them. We made short social medai videos of these messages to share personal stories of impact throughout the fundraising day. Check out the campaign on Instagram.

Impact: The Currier was the top-performing arts institution on NH Gives, raising just shy of $100K in 24 hours.

Insight: The Currier offers myriad programs, events, and exhibitions. We needed a branded home for those experiences, providing efficiency for our three-person marketing team, while also creating a high-impact storytelling platform that embraced the New England seasonal rhythm. Moreover, market research indicated that we needed to focus on convincing one-off visitors to come back to the museum. People believed that one visit was enough, and that they would see the same thing every time.

Creative Direction and Media Strategy: This marked an intentional return to print and direct mail. By sending a lushly-designed mailer to a targeted audience of members, event attendees, and donors once a season, we are able to deeply engage audiences already in the marketing funnel. We strove to convey fresh energy and a message of genuine exuberance at the start of every season: look how much there is in store for you at the museum over the next few months. The mailer also provides a promotional print piece to hand out at in-person events.

Integration: Digital carousel ads on Instagram and Facebook allow us to provide closer-range visibility to key seasonal events, while also allowing us to reach a broader audience for whom awareness is the goal. We flight the carousel ads to provide maximum awareness leading up to priority events.