HOUSTON ARTS ALLIANCE
SOCIAL MEDIA CONTENT CAMPAIGN
The Houston Arts Alliance tasked us with creating a campaign to communicate the hardships the artistic community was facing due to the pandemic. With no venues or galleries open, they had no means to support themselves or their families.
The pandemic was a time of reinvention. People from all walks of life turned into the arts for entertainment and inspiration.
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With this in mind we created a social media campaign with a very simple narrative: if arts have given us so much during this time of hardship and mental stress, it's time to give something back to the artists behind it.
THE ARTS GIVE. GIVE BACK.
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We picked 10 HTX based artist including America's Got Talent winner Christina Wells, to share tips and ideas through simple videos or posts, to inspire Houstonians to be creative at home, and at the same time shine a light on the struggle artists were facing during this time.
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A creative reminder to support artist & non-profits.
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#TheArtsGiveGiveBack
RESULTS
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Budget per post: $140
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Reach per post: 5.3K - 15.3K
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The campaign reached over 216,000 Houstonians with an average post engagement rate of 4.38% by reach
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These metrics surpassed benchmark goals of 115,000 impressions and rose above the industry's engagement rate of 1.75% for non-profit organizations
The Disaster Resilience page of the HAA website received an increase of 394% in new user website visits, with 257 new users during the campaign time frame.
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In this way, the Houston Arts Alliance illuminated and celebrated how artists and nonprofits have continued, amid new constraints, to build community, connect people to the arts and provide value to the Houston community, and will continue to do so for years to come.
