To premiere the limited series podcast "American Genocide", SSM&L partnered with IllumiNative to launch a successful, fully-integrated marketing campaign that sparked a national conversation around the ongoing federal investigation into the crimes against Native children within Native American boarding schools.
Using the podcast content as are guiding light, we dug in deeper to each episode to expand the conversation on social platforms, diving into explore the story and characters even further. We sourced original imagery from local Native sources (and cited credit) so we could highlight indigenous artists and photographers.
EARNED SOCIAL: Impactful, agile approach
We utilized IllumiNative’s owned channels to highlight the podcast on launch dates and throughout each week with content that pertained to each episode as well as encourage reviews, educate, and promote advocacy efforts. Content performed within the same metrics of current and past IllumiNative content. We pushed reviews and drove further conversation by having the social channels act as a messaging board for listeners to share discourse on the topics discussed.
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Our team developed a fully integrated marketing campaign that combined strategy and art direction for a targeted landing page and email execution, messaging, content creation, social media launch, combined with paid media expertise to amplify the podcast and reach 85,000+ total podcast downloads, reach #36 on the:True Crime Chart and #175 overall U.S. Apple Podcasts Chart.
Landing page and email marketing
We built out a custom landing page for the podcast featuring commissioned artwork from Native artist Aly McKnight for each new episode. It also provided important resources from our educational partner NABS as well as a spotlight on The National Truth & Healing Fund and other campaign partners. We also created three pieces of email marketing to reach IllumiNative's existing captive audience and help bring them into the podcast world.
At the heart of IllumiNative's mission lies the NATIVE POWER CAMPAIGN, an initiative designed to extend their reach beyond their immediate circle. The goal is to create a movement that amplifies, grows, and sustains Native power across communities and generations.
Through our video projects, we aimed to foster a collective movement that strengthens and celebrates Native voices, cultures, and contributions. By showcasing IllumiNative's ongoing work, we're creating a ripple effect of empowerment that resonates throughout Native communities and beyond.
This campaign wasn't just about highlighting IllumiNative’s achievements – it was about inspiring action and participation, inviting everyone to join in building a future where Native power is recognized, respected, and amplified across all aspects of society.