As online demographics shift, we helped the United States Holocaust Memorial Museum understand and engage with young people in authentic and effective ways.
A global leader in Holocaust memorialization, genocide prevention, and the dangers of antisemitism worldwide, the United States Holocaust Memorial Museum’s social platforms play a critical role in helping the organization achieve its goals. USHMM is focused on reaching and educating the next wave of adults — today’s 13-17 year olds — on their role in identifying and combatting antisemitism and misinformation by becoming informed, thoughtful consumers of news, and the organization asked Artemis Ward to overhaul its social media strategy to better communicate with teens and young adults.
Expertise
A rigorous audience analysis led to bold strategic insights for our client.
Market Research
Audience Journey Mapping
Trends + Audience Insights
Digital Capacity Building
Analytics + Social Listening
Content Strategy
Marketing Playbook Development
How Do You Do, Fellow Kids?
We started by helping USHMM develop a nuanced understanding of today’s teenagers. To go even deeper than publicly available Gen Z and Gen Alpha demographic data, we created our own bespoke survey that allowed us to understand the behaviors and motivations of different subgroups within this cohort. We used this dataset to create audience profiles for the organization, allowing USHMM to take a targeted approach to reaching and educating young people where they spend most of their time.
Everyday Details, Extraordinary Stories
Our audience profiles informed every part of the robust social strategy we developed for USHMM. Knowing that the organization only has seconds to capture a teen’s attention on social, we recommended a hook-driven, thumb-stopping approach to storytelling. USHMM has access to thousands of stories from Holocaust victims and survivors, and we believed that by starting each piece of content with a detail teens can relate to, we were able to create an appetite for the stories and messages critical to the organization’s mission.
A Partnership Built on Trust and Understanding
This strategy has led the way in transforming USHMM’s approach to social, from the highest executive levels down to daily operations, and the impact has been immediate. In H1 2024, the Museum saw 422M engagements across all their social platforms — over 8X higher than the same period in 2023.
More importantly, this effort allowed us to develop an ongoing partnership with the organization, one where we regularly work hand-in-hand with USHMM’s MARCOM team to help them understand best practices, implement new creative tactics, and improve their own internal workflow and collaboration.
Best of all, early content developed as a result of this deep, collaborative research and audience strategy is resonating powerfully with future changemakers. What’s better than feeling a homework assignment turn into genuine excitement?
“Wonderful job! We had a very engaged audience. And the work is super impressive.” – Client
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