Digital media that hits the right note
A comprehensive digital campaign for a leading orchestra
American Friends of the Israel Philharmonic Orchestra (AFIPO) is a nonprofit organization that supports the renowned Israel Philharmonic, helping the orchestra reach audiences around the world in its role as Israel’s preeminent cultural ambassador. AFIPO sought to increase its email subscriptions and online donations and came to Miller Ink for help building a stronger digital presence and more robust online community.
Miller Ink developed and executed a full-scale upgrade of AFIPO’s digital infrastructure, creating digital marketing and data analytics capabilities. We updated its website, social media channels, CRM, and content creation capabilities. For example, we oversaw the production of the 2021 “Summer Bedtime Series,” four episodes of digital content for children, consisting of a celebrity reading a children’s book followed by an original performance of a classical music lullaby from a quartet of Israel Philharmonic musicians. To promote the series, we developed ads that ran on Google, Facebook, and Instagram to reach target audiences. We also promoted the program through purchased e-blasts and organic content on AFIPO’s owned channels, including its website, emails, and newsletter.
Since working with Miller Ink, AFIPO has acquired 20,186 net new emails and raised more than $500,000 online. Its web users increased by 112% and its video views by 305%. Organically, in 2022, AFIPO saw a 63% increase in audience engagement on Facebook, a 100% increase in impressions, a 65% increase in followers on Instagram, and an 87% increase in retweets on Twitter. The “Summer Bedtime Series” received more than 1 million views, 90% of which were in the targeted age range. AFIPO also won a Viddy Award for its digital programming.