A City of Art
One of the most prominent Art institutions in the country, sits in one of America’s most prolific cultural exporters. Detroit has a history of creating the pulse, tempo, and aesthetic for the world. The DIA, on the other hand, is a importer of the world’s treasures. Founded in 1885, it’s stood as a shrine to human creativity and wonder.
Though the DIA represents the world, it didn’t completely represent the community it called home. In a city that was 85% African American and a region that is 20%, many of the local Detroiters patronize the institution. The new Executive Director issued a mandate. Diversity and inclusion will now be a pillar of the DIA’s mission. This will be a town square where we share the diversity of Art, Culture and Ideas. Beyond that, the DIA was now free for the tri-county area. The question, "How do we spread the word of access and bridge the gap for future patrons of the DIA?"
Social Media Strategy
First, we had to identify the issue. Most Detroiters, especially African American Detroiters, didn’t see themselves reflected in the DIA. From the art to the patrons, they felt out of place. We sought out Detroiters, known and unknown, and profiled them as they experienced the DIA from their perspective. Then we invited social media influencers to explore and tell their own DIA stories. The DIA is a place for creativity and exploration, so that's what we encouraged.
Our commercials featured the DIA in the context of the lives of patrons.
Our digital commercials received over 90 thousand organic views by the DIA’s online audience on Facebook.
Additional Views Through Partnerships
Partnering with The Grio, we received additional reach and engagement on our content.
Reflect the Community
We gathered local influencers to tell their own stories in the DIA.
Together they created compelling and engaging content. From videos and photo shoots to silent discos and event hosting, our social media influencers brought hundreds of thousands of impressions to the DIA brand.
We selected social media influencers that created unique brands a had a relationship with a young, urban, millennial demographic.
Our social media campaign attracted a lot of organic attention from our influencers audiences near and far.
Brand new audiences were reached and engaged by our influencer campaign.