Maven worked with America 250 to develop a digital strategy for a national campaign promoting brand awareness, growing a follower base, and encouraging engagement across the country.
Elevating a Brand that Seeks to Unite America
In December 2019, the U.S. Semiquincentennial Commission presented a wide-ranging report to the White House detailing the vision and key themes for America 250 – the official nationwide commemoration of America’s 250th anniversary in 2026. While America 250 was officially recognized by the White House, there was virtually no brand awareness for the nation’s 250th, which was still six years away. To succeed, the Commission needed to build a national campaign from the ground up to attract federal partners and sponsors while engaging millions leading up to 2026.
Maven developed a thoughtful social media and digital strategy during the launch year of America 250 to broadly connect and engage with Americans, government officials, potential sponsors and partner organizations to drive awareness and participation in what is anticipated to be the largest and most inclusive celebration in American history. The strategy was three-fold: establish the brand, build a follower base, and begin engagement.
This strategy resulted in significant growth for America 250 on Facebook, Twitter, and Instagram. Launching in January 2020, followers increased by more than 2,800% in just eight months, with over 52,000+ engagements and nearly 1.6M impressions across all three platforms. Through dynamic visual branding, captivating video content, and distinct social and e-newsletter copy, Maven implemented strategic campaigns around American milestones, such as Memorial Day, Fourth of July, and Constitution Week, in an effort to gain brand visibility and encourage engagement and feedback from America 250’s growing follower base and partner networks. These three campaigns alone produced 729,000+ impressions and 30,000+ engagements through both organic and paid avenues.