50 Years of Hip Hop, Spiderman Partnership & Banned Books for All

Challenge:

Increasing Activations and Engagement. Miller has undertaken many assignments for the New York Public Library over the past 5 years ranging from:

Activations: Promoting 50 years of Hip Hop library card that drove huge buzz and over 14k new signups for a library card.

Partnership Collaboration: Driving engagement with younger audiences to get special edition library cards offered in partnership with Marvel and Spiderman.

Increasing Engagement: Building public education and awareness about banned books and making them available to all. One of the banned books highlighted in a recent campaign was then checked out 1,396 times, compared to only 10 checkouts in the 2 months prior. A related teen writing contest campaign received nearly 500 submissions, an increase of 57% over last year.

Fundraising: Promoting the library’s online giving and benefit party and exceeding donation targets. Promoting the Centennial for the Schomburg Center, a leading cultural institution.

The Library offers a range of core services—from e-book access to online learning support for students, remote research services, online programs, and one-on-one job support.

Results:

Miller Advertising has developed and executed awareness campaigns for all these services and more, including a range of teen focused programs, job training, extracurricular activities and diversity and inclusion initiatives. Budget for their campaigns range from $5,000 for more modest initiatives to over $500K for Summer at the Library and Centennial celebrations.