KENNEDY  CENTER  HONORS  

Challenge
Kennedy Center Honors, the country’s most prestigious award for the performing arts, was having a hard time connecting to new audiences. They approached us to build and execute on a new content marketing and engagement strategy, utilizing their social media platforms - both in advance of the show, and the broadcast on CBS/Paramount Plus.


Insight
While Kennedy Center Honors is well respected and generally known, it is lacking entry points into the new audiences beyond the traditional performing arts - namely fashion, personality driven content, and the venn diagram between what matters today in culture and the evergreen qualities of the Honorees, which this year included Billy Crystal, Dionne Warwick, Renee Fleming, Queen Latifah and Barry Gibb


Solution
With our entry points in mind, and the wonderful honorees as our inspiration we set in place several strategic decisions.
We Developed a series of throughline narratives that allowed us to build on engagement and content.
We took TikTok out of the hands of professionals and did a nationwide search for college students to become our Social Media Correspondents for the Honors weekend.
We managed several social media ambassadorships with the likes of Deanna Giulietti and Jamila Mustafa producing original content that allowed their highly engaged audiences to learn about Honors.
We worked on a first ever partnership with Spotify to bring curated content to their audiences.
And more - adapting this year’s plan and building a strategy for 2024.

Results

57 original pieces of content produced and integrated into a cohesive narrative posting social calendar
1000% content engagement increase on Instagram and TikTok in advance of the show.
7% audience growth in terms of new followers on Kennedy Center Instagram.
Highest viewed Kennedy Center content of the year.