Museum of the Bible, a 430,000 square foot museum + attraction located in the heart of Washington DC. faced a mighty task. Generate mass brand awareness to people of all walks of life in D.C. and around the world. While MOTB is a museum dedicated to the history of the Bible, it is an attraction that welcomes all. No matter if an individual believes in the Bible or not, the museum exists to tell of the book’s rich history and how it has shaped the modern day. In order to get the word out, MOTB had to overcome a dismal .16% national brand awareness, and generate millions of social views to gain the attention of the masses.
In one targeted three-month brand awareness campaign, the Experience the Book short-film produced over 45 million cross-channel campaign views. Our campaign increased brand awareness from .16% to 11% nationally and 29% locally, a massive increase for the $500MM attraction. This data was researched and confirmed by Nielsen Ratings. In addition, our campaign achieved a social, like versus dislike, approval rating of 96%.
Not only did JDA help raise the museum’s brand awareness from nearly zero to up over twenty percent collectively, through the Experience the Book campaign, they also changed the expectation of visitors, reshaped the perception of our target audience, and per Nielsen’s research, millions are now more likely to visit the museum and recommend it to a friend after being positively impacted by the campaign.
It is now clear to me that considerably more people have experienced this world-class museum because of the effective advertising work of JDA.