HCPLC wanted an awareness campaign that would capture attention through something fun and informative. The goal became repositioning the brand image and personality of its libraries from quiet reading spots to a buzzing network of educational, informational and recreational services for the whole family. HCPLC set out to produce a single, large-scale promotional piece that could be easily shared on social media and with marketing partners and local media outlets.

A library staff member had recently written and recorded a hip-hop song about the amazing services offered by HCPLC libraries. HCPLC management recognized the song’s potential to spark a fresh perspective for a wide audience. Hillsborough County Communications and HTV partnered to develop, film and edit a music video for the song, which featured the artist with kids from the Patel Conservatory and County summer camps dancing and engaging with library resources alongside mascots from local professional sports teams.

The music video premiered during local news channel WTTA’s morning show. Its launch generated 3,635 YouTube views and a combined 70,570 impressions and 6,293 engagements on HCPLC’s Facebook, Instagram and Twitter. One Facebook post had 12% virality, meaning 800 people created a story or post after seeing it. Rakuten OverDrive included the video in its Best of 2018 webcast. Community feedback was overwhelmingly positive and exposure to the networks of the authors, vendors and fans who shared or retweeted was invaluable.