At Home with the Roosevelts
Client: FDR Presidential Library and Museum
Type: Storytelling, Video Production
Location: Hyde Park, New York
What does a museum do when no one can walk in the door? How about sending what you’ve got out into the world?
In creating the At Home with the Roosevelts brand for the FDR Presidential Library & Museum, we wanted to take what people love about this institution and make sure they could access it from anywhere in the world on any device. The more we did it, the more we realized a couple of things. First, we were making content more accessible to more people in a way that would not be changing once the doors opened again. Second, we could make behind the scenes content available from the parts of the museum people aren’t allowed to visit.
Onsite filming Director Paul Sparrow leads a special tour inside the FDR Library’s Behind the Scenes storage area where FDR’s priceless collection of rare ship models is kept.
In creating the various channels of this campaign (video, newsletter, education activities), we tried to think about not only what people needed at the time (lockdown), but what would be useful over and over again into the future. The response was remarkable.
- The At Home video series was picked up by CSPAN American History TV
- A 400% increase in YouTube subscriber base
- More views on YouTube in one quarter than the entire previous viewing history combined
- A 50% increase in newsletter subscriber base
- Increased followers in every social media channel
It’s not magic. If you understand your audience, and you put the systems in place to produce content on a regular basis, you give people a reason to pay attention. Having cool model ships helps too.