FEEL THE ROAR
Social Media Campaign, Strategy, Visual Identity, Naming, Motion Graphics, Motion GraphicsProject context
Summer intern pitch project at GDP. The briefing was to create a pitch project for a client, identifying a problem related to social media.
PROBLEM
Public libraries, particularly the New York Public Library, primarily attract adult audiences. While there are initiatives for children, there's a gap in programs targeting Gen Z. Moreover, the current branding and experiences make it harder to engage this group. Without action, this decline could affect the long-term relevance of cultural institutions.
SOLUTION
To ensure the long-term relevance of this vital cultural institution, we developed an Instagram Stories campaign to grow NYPL’s Instagram followers and connect Gen Z with the library.
Through the campaign, we aimed to encourage young people to engage with books, culture, and explore new places in NYC. Most importantly, we wanted to remind them that NYPL is a space for them—a space for community.
The campaign would feature one or two cultural facts each week on topics relevant to Gen Z and related to NYC. They would be organized into four categories, each with its own Instagram highlight: Music, Art, Social Justice, and Education.
Each story set includes three parts: first, the cultural fact tied to a NYC figure or place; second, a curated list of books available at the closest NYPL branch; and third, upcoming events at NYPL related to the topic of the week.
For this pitch project, we created an example for each category.
Public libraries, particularly the New York Public Library, primarily attract adult audiences. While there are initiatives for children, there's a gap in programs targeting Gen Z. Moreover, the current branding and experiences make it harder to engage this group. Without action, this decline could affect the long-term relevance of cultural institutions.
SOLUTION
To ensure the long-term relevance of this vital cultural institution, we developed an Instagram Stories campaign to grow NYPL’s Instagram followers and connect Gen Z with the library.
Through the campaign, we aimed to encourage young people to engage with books, culture, and explore new places in NYC. Most importantly, we wanted to remind them that NYPL is a space for them—a space for community.
The campaign would feature one or two cultural facts each week on topics relevant to Gen Z and related to NYC. They would be organized into four categories, each with its own Instagram highlight: Music, Art, Social Justice, and Education.
Each story set includes three parts: first, the cultural fact tied to a NYC figure or place; second, a curated list of books available at the closest NYPL branch; and third, upcoming events at NYPL related to the topic of the week.
For this pitch project, we created an example for each category.
