Brooklyn Public Library Campaign
An audience-driven campaign to authentically highlight the Library’s expansive offerings
Bellweather reintroduced the Brooklyn Public Library to all of Brooklyn’s 2.6 million residents in the “For Brooklyn” advertising campaign. The Library’s branches can morph and change in magical ways, depending on the people who visit. The campaign introduces these offerings and services by answering the question, “What is the Library for?” The campaign features portraits of patrons photographed by Brooklyn-based artist and street photographer Andre D. Wagner and portrait photographer Arturo Olmos. Read more about the campaign.
The Results
increase in new library card signups in target neighborhoods
increase in library fundraising
increase in new website visitors year-over-year
increase in attendance for programs profiled in campaign
Project Attributions and Credits:
- Non-Profit
- Campaign
- Research + Strategy
- Louis Lee, Chief Creative Officer
- Emily Lessard, Chief Strategy Officer
- Andre Wagner, Photography
- Sophie Roberts, Senior Copywriter
- Flavio Alvarez, Senior Copywriter
- Annastacia Stanley, Marketing
- Melany Gelabert, Project Manager
- Grace Han, Designer
- Giancarlo Hernandez, Junior Designer
- Qadir El-Amin, Designer
- Sara Duell, Senior Designer
Brooklyn Public Library Campaign
An audience-driven campaign to authentically highlight the Library’s expansive offerings
Bellweather reintroduced the Brooklyn Public Library to all of Brooklyn’s 2.6 million residents in the “For Brooklyn” advertising campaign. The Library’s branches can morph and change in magical ways, depending on the people who visit. The campaign introduces these offerings and services by answering the question, “What is the Library for?” The campaign features portraits of patrons photographed by Brooklyn-based artist and street photographer Andre D. Wagner and portrait photographer Arturo Olmos. Read more about the campaign.
Disciplines
- Campaign
- Research + Strategy
Results
- 25% increase in new library card signups in target neighborhoods
- 20% increase in library fundraising
- 18.2% increase in new website visitors year-over-year
- 15% increase in attendance for programs profiled in campaign
Hyper-local media strategy
We developed individual creative for each of the 203 placements, choosing translations and content that best connected with the areas, changing the creative block-by-block in the Library’s key target neighborhoods
The Results
increase in new library card signups in target neighborhoods
increase in library fundraising
increase in new website visitors year-over-year
increase in attendance for programs profiled in campaign
Who we talked to:
minutes of interviews
staff, board members, and patrons interviewed
brand workshops
survey responses
Project Attributions and Credits:
- Non-Profit
- Louis Lee, Chief Creative Officer
- Emily Lessard, Chief Strategy Officer
- Andre Wagner, Photography
- Sophie Roberts, Senior Copywriter
- Flavio Alvarez, Senior Copywriter
- Annastacia Stanley, Marketing
- Melany Gelabert, Project Manager
- Grace Han, Designer
- Giancarlo Hernandez, Junior Designer
- Qadir El-Amin, Designer
- Sara Duell, Senior Designer
