End-of-Year Campaign

Role

Graphic Designer, Copywriter

Tools

Photoshop, Illustrator

About the Project

Year-end fundraising is a staple for many nonprofit marketing calendars, and the Spy Museum is no different. I combined striking imagery with minimalist typography, creating three engaging layouts and optimized variants for single frame, vertical, and carousel paid Meta ads.

Identifying the problem…

Spy has one big problem: audiences don’t realize they are a nonprofit. Since they became an independent nonprofit in 2016, they have struggled to redefine their public perceptions in a city where so many museums are free. Without government funding, ticket fees are just one revenue stream that keeps the lights on, the artifacts cared for, and the educational programs going.

For this end-of-year campaign, we focused on nonprofit awareness first, with ticket sales being a secondary objective.

Single Frame Ads

Placed on Instagram feed.

Vertical Ads

Placed on Facebook and Instagram stories.

Carousel Ads

Placed on Facebook and Instagram feeds, the carousel's dynamic typography and image layout encouraged people to swipe to the next frame to experience the full piece. These placements worked well, having a higher reach and engagement for the same cost as static feed posts. 

Conclusion

The primary objective of this campaign, to increase awareness, was successful considering the tight budget and narrow audience for this ad, garnering over 200k impressions. Engagement was high across the campaign, with the artifacts featured drawing a lot of positive comments. Of the three different creatives, the pigeon had the most positive engagement and comments - further cementing his position as a beloved Spy Museum mascot.