Project Background
With a competitive and growing market for indoor entertainment for families, I was tasked with developing and managing an influencer program for the Children’s Museum of Phoenix. This program would later on be called PLAYfluencer Program and would consist of 32 local Arizona mom influencers, who would help drive awareness of the Museum to their followers.
Officially launching in October of 2019, the Children’s Museum of Phoenix saw an increase in Instagram followers by 12%. The Museum was also able to develop an asset library due to the amount of visual content the PLAYfluencers created.
This program was paused in March of 2019 and eventually scrapped due to the Museum temporarily closing due to the pandemic.
Project Details
To procure influencers for the event, I worked alongside the Events team to plan a “Parents Only Night.” This event would bring in influencers to the Museum, giving them a guided tour, having them make slime (a Children’s Museum program special), and introducing the PLAYfluencer program. PLAYfluencers were dedicated influencers for the Children’s Museum of Phoenix, sharing news every month about new exhibits Museum, membership deals, and Museum offerings. The PLAYfluencer program offered an incentive for influencers to join, with a free family membership and discounted program costs.
Aside from event planning and influencer research, the project tasks also consisted of:
Drafting influencer contracts
Influencer management
Community management of PLAYfluencers to ensure they were posting within guidelines
Below you’ll find some adorable content captured by some PLAYfluencers!
Instagram Takeovers
To give a relatable POV and stay true to the Museum’s friendly persona, key PLAYfluencers were selected for Instagram takeovers. Through the takeover, the moms would share information on how they get ready for a trip to the Museum, special events, monthly programs, and Museum exhibits.
Goal: Reach new users and grow brand credibility and sentiment.
Result: Increase in followers by 12% and an increase in engagement after each takeover.
