Case Study: New York Public Library boosts activations and engagement with Miller Advertising

New York Public Library drives 14K new card signups with Miller Advertising

Miller Advertising partnered with the New York Public Library to address the challenge of increasing activations and engagement across its services. The library sought to promote new initiatives and core offerings to drive library card sign-ups, program participation, and public awareness.

The solution involved a multifaceted digital and out-of-home campaign by Miller Advertising. This included paid social media, search ads, and audio to promote specific activations like a 50 Years of Hip Hop library card, a Spider-Man partnership, and banned book awareness. The results were significant, with over 14,000 new library card sign-ups from one campaign, a banned book being checked out 1,396 times after promotion, and a teen writing contest submissions increasing by 57%. Miller Advertising successfully executed awareness campaigns across a wide range of the library's programs.

New York Public Library