Case Study: Libraries Connected reaches young audiences with Creative Concern's influencer campaign

Libraries Connected reaches 850,000 views in five weeks with Creative Concern

Creative Concern worked with Libraries Connected, a network of libraries, which faced the challenge of connecting with a new audience of 13-25 year olds and demonstrating the relevance of their services to this demographic.

The solution involved Creative Concern conducting focus groups for insight and then devising an influencer campaign. They partnered with young adult writers and creators to produce short video content with reading recommendations for Instagram and TikTok. This five-week campaign achieved over 850,000 video views and 12,000 likes, successfully piloting a new, replicable methodology for the library network.

Libraries Connected