Company: SweetScience, King of Prussia, PA
Company Description: We are SweetScience. Our mission is simple: we turn challenger brands into champions. We have worked with category leaders, we know their strategies, and more importantly, we know how to beat them. We are a full-service agency that builds winning activation strategies and campaigns for challenger brands.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Culture & The Arts
 Nomination Title: Faith and Liberty Discovery Center's "Illuminating American History" Campaign
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 78 words used.
The Faith and Liberty Discovery Center opened in historic old city Philadelphia in 2021 with a mission of re-establishing how faith inspired the founding of America and has helped shape American history through today.
By January 2022, visitation was not meeting expectations or financial projections for two reasons:
1. Misperceptions that the museum's primary purpose was to convert people to Christianity.
2. The museum is competing against the must-see free attractions of the Liberty Bell and Independence Hall.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 198 words used.
SweetScience repositioned the Faith and Liberty Discovery Center as a historical attraction that tells the largely untold story of America's faith-based beginnings while bringing to light the museum's immersive, high-tech, and award-winning experience. Through our data-driven approach featuring our proprietary MarketScope™ audience profiling and targeting technology, we identified and targeted the campaign to a persona defined as "historically curious people of goodwill." This enabled us to broaden the addressable market beyond the faith-based community with a new history-focused theme -- See American History in a Whole New Light -- critical to achieving higher ticket sales.
We opted to focus our creative of the fully integrated advertising campaign on the innovative and game-changing Faith and Liberty Discovery Center lamp which is the key element to the interactive experience. Upon arrival at the museum, visitors receive a card with a unique number that is paired with the Faith and Liberty Discovery Center lamp. This lamp creates an immersive experience where visitors can virtually collect digital assets that resonate with them throughout the museum. When visitors go home, they can access their collected inspirations via the Faith and Liberty Discovery Center website providing an even deeper and more meaningful experience.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 71 words used.
Activities: SweetScience developed and executed an integrated, multi-channel awareness and activation campaign that included TV spots, radio spots, outdoor ads, transit ads, street banners, sales collateral, trade booth graphics, signage, window clings, sidewalk graphics.
Results: Visitation increased 67% YOY after our campaign launched into the marketplace when every other major museum in Philadelphia experienced a visitation decrease of 44-75%. In addition, our digital ad click-thru-rates were 20-83% higher than industry averages.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 27 words used.
Attached below is a file containing our creative executions for the Faith and Liberty Discovery Center campaign, as well as a link to view our TV spot.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
May 1, 2022.
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