In a collaboration between TMG and The Broad, a unique opportunity unfolded where TMG had the opportunity to help establish and find The Broad’s unique voice and role in the Los Angeles community. The Broad asked us to connect with the Gen-Z Angeleno community by promoting their ever-evolving museum experience and culture. TMG set out on a campaign that shared the voices and stories of LA while adding to The Broads own.
TMG discovered a promising opportunity within The Broad's target audience. Through research, TMG found that over 60% of The Broad's visitors are under the age of 35, and 40% of their Instagram followers fall within the 18-24 age range. This data highlights the potential to engage a younger demographic, often overlooked in the museum industry. TMG took the initiative to revamp the museum's brand and reshape its social media presence to resonate with a younger audience—specifically targeting young creatives and cultural tourists who are eager to grow with The Broad.
The Campaign - Beyond the Broad
A simple statement became the guiding light of our campaign: "Beyond the Broad". Through our research, we identified three key pain points in the messaging of The Broad. The Broad isn't just a museum, it's a mirror. The Broad isn't just a preservation of the past, it's everchanging with the Angeleno community. And art isn't just about observing, it's about seeing yourself in the tapestry of creativity that is The Broad. These ideas became the three pillars of our campaign.
Stories That Last - TMG aimed to mirror the story behind The Broad to the stories of the LA community. We highlighted the stories behind The Broad through a social media package, including one long form kickoff video, 10 pieces short form content, and an AR filter for social media integration.
Everywhere You Look - The Broad isn't just a destination. It's a conversation starter, a symbol of culture, and an inspiration that travels with you. TMG designed X multi-purpose-sticker designs to become a living part of the LA community beyond the walls of The Broad.
Reaching You - The digital realm is not an experience we can ignore. TMG created a social media tone and voice guide by channeling the unique essence of The Broad's Visitor Experience Team. This would resonate with our audience, while also distinguishing The Broad from other museums in LA.
After some very hard and dedicated work from the TMG team, we were able to post our video campaign on the Broad’s social pages. In less than a week, the Instagram video has reached 79,285 views.
Credits
Special thanks to The Broad.
Created by Trojan Marketing Group
Jenna German - Project Manager
Jade Bahng - Project Manager
Vivek Raheja - Account Manager
Aadhya Sivakumar - Creative Strategist
Claire Lucas - Creative Strategist
Marcel Apatewen - Creative Strategist
Valentine Peán - Digital Strategist
Luke Diefendorf - Digital Strategist
Lauren Schatzman - Designer
Priyanka Vadrevu - Designer
Lauryn Kinsella - Designer
Hallie Faust - Tech
Max Kranzler - Tech
Grace Li - Tech
Sanay Saboo - Co Director, Co DP
Edith Chang - Co Director, Co DP
Rory An - Editor
Justice Crawford - Vice President
Ethan Hughes - President