CASE STUDY
John Wayne Birthplace & Museum Social Media Management
In the digital age, museums and cultural institutions are embracing social media as a powerful tool to engage audiences beyond their physical walls. One such success story is the partnership between Backlog and the John Wayne Birthplace & Museum in Winterset, Iowa. By leveraging social media's potential, Backlog has expanded the museum's audience and transformed it into a dynamic virtual exhibit space. In this case study, we will explore how our innovative approach digitally breathed new life into the legacy of the legendary John Wayne.
Emma and Sumner outside of the John Wayne Birthplace & Museum.
Going Beyond Brick and Mortar
When Backlog took charge of the John Wayne Birthplace & Museum's social media accounts (Facebook and Instagram) in April 2023, our Digital Storyteller, Sumner Nesbitt had a vision to extend the museum's mission beyond the confines of its physical location. He wanted to create an immersive digital experience to captivate dedicated fans and introduce John Wayne to a new generation. Backlog saw social media as an extension of the museum's storytelling, an opportunity to expand the narrative and engage with audiences in an unprecedented way.
Sumner with the John Wayne Birthplace & Museum’s Executive Director Brian Downes.
Expanding the Story
Instead of simply sharing updates and news about the museum, Sumner used it as a platform to tell stories that went beyond the exhibits within the museum's walls. Every post, whether event-based or regular content, was carefully curated to bring forth different aspects of John Wayne's life and legacy.
For instance, when Sumner visited Los Angeles and stumbled upon John Wayne's footprints outside Grauman's Chinese Theater, it was a eureka moment. He shared a captivating photo on the Birthplace's social media accounts, prompting John Wayne fans to flood the comments section with their own photographs alongside his footprints. This post encouraged engagement and created a sense of community among fans.
Bringing the Legend to Life
John Wayne's impact on the entertainment industry was unparalleled. He was not just another actor; he attained legendary status during his lifetime and continues to be a popular figure even years after his passing. We recognized the need to introduce newer generations to the timeless charm of John Wayne and classic films.
Through strategic social media management, Backlog aimed to bridge the generational gap. We tapped into the immense popularity of social media platforms among young audiences, presenting captivating content that showcased John Wayne's charisma and left a lasting impression. By doing so, we educated viewers about film history and kindled a renewed interest in the legendary actor.
Highlights
Among the various posts created by Backlog, one stands out as a shining example of our content’s impact. The Western Savings Bank post quickly gained traction and became the most impactful post for the John Wayne Birthplace & Museum. Accompanied by an iconic image of John Wayne, the post shared an intriguing story. It highlighted how a person walked into the bank with $500,000 in cash, saying, "If your bank is good enough for JW, it's good enough for me." This anecdote showcased John Wayne's authority and left an indelible mark on viewers.
The post garnered immense engagement, receiving 13,000 likes and an impressive 857 shares. It resonated with dedicated John Wayne fans and reached a broader audience that appreciated the story's connection to the legendary actor's enduring impact on popular culture.
Conclusion
Backlog's collaboration with the John Wayne Birthplace & Museum has transformed social media into a thriving virtual exhibit space, enabling the museum to extend its reach far beyond its physical boundaries. By expanding the narrative and captivating audiences with compelling digital storytelling, Backlog has successfully preserved and promoted the legacy of John Wayne. Through our innovative approach, they have not only engaged dedicated fans but also introduced a new generation to the legendary actor, ensuring that his impact on film history continues to resonate for years to come.
