Anne Frank The Exhibition
Beyond the diary.
Annex to America: From Silence to Spotlight.
In partnership with the Anne Frank House in Amsterdam, Brand Knew leads the digital and marketing strategies for Anne Frank The Exhibition, a landmark exhibition bringing a faithful replica of Anne Frank’s Annex to New York City, the first-ever recreation outside of Amsterdam. Tasked with building brand awareness, driving ticket sales, and educating a new generation about Anne Frank’s story, we developed a full-scale, cross-channel marketing campaign spanning social media, paid media, email marketing, PR coordination, influencer engagement, and grassroots partnerships. The result: a sustained cultural presence that drove record attendance in New York and established a scalable marketing framework for the exhibition’s continued journey.
Annex to America: From Silence to Spotlight.
In partnership with the Anne Frank House in Amsterdam, Brand Knew leads the digital and marketing strategies for Anne Frank The Exhibition, a landmark exhibition bringing a faithful replica of Anne Frank’s Annex to New York City, the first-ever recreation outside of Amsterdam. Tasked with building brand awareness, driving ticket sales, and educating a new generation about Anne Frank’s story, we developed a full-scale, cross-channel marketing campaign spanning social media, paid media, email marketing, PR coordination, influencer engagement, and grassroots partnerships. The result: a sustained cultural presence that drove record attendance in New York and established a scalable marketing framework for the exhibition’s continued journey.
The Digital Foundation of a Historic Experience.
With no pre-existing U.S. digital footprint, Brand Knew built the exhibition’s online presence from the ground up, launching and managing Instagram, Facebook, and TikTok with platform-specific strategies. Each platform became a space to deepen understanding of Anne Frank’s legacy, while driving urgency around ticket sales. In the first four months, content generated over 10 million impressions and helped fuel steady conversion for ticketing.
Humanizing History Across Social Media.
Our promotional strategy was designed to educate and connect audiences to Anne’s story in ways that feel personal and immediate.
Storytelling That Moves.
Ahead of opening, content centered on historical context and anticipation through archival imagery, exhibition graphics, diary excerpts, and interviews with Holocaust survivors and Anne Frank House representatives. After opening, the focus shifted to visitor experience and social proof, highlighting audience reactions, influencer content, professional exhibition photography, and real-time reflections.
This evolution helped maintain momentum and create a steady drumbeat of content that kept the exhibition present in social feeds and conversations, while reinforcing its cultural and emotional impact. By striking a balance between meaningful storytelling and strategic conversion, we ensured that our content didn’t just inform or inspire. It moved people to take action.
Storytelling That Moves.
Ahead of opening, content centered on historical context and anticipation through archival imagery, exhibition graphics, diary excerpts, and interviews with Holocaust survivors and Anne Frank House representatives. After opening, the focus shifted to visitor experience and social proof, highlighting audience reactions, influencer content, professional exhibition photography, and real-time reflections.
This evolution helped maintain momentum and create a steady drumbeat of content that kept the exhibition present in social feeds and conversations, while reinforcing its cultural and emotional impact. By striking a balance between meaningful storytelling and strategic conversion, we ensured that our content didn’t just inform or inspire. It moved people to take action.
Voices with Reach: How Influencers Drove Discovery.
To extend the reach of the exhibition beyond traditional channels, we launched a multi-phase influencer strategy that focused on thoughtful storytelling, emotional resonance, and authenticity. By engaging creators across identity groups and content genres, we positioned the exhibition as a cultural touchpoint that invites reflection and conversation.
Ahead of opening, select creators were invited to introduce the exhibition’s historical significance and highlight the rare opportunity to experience a full-scale replica of the Annex without traveling to Amsterdam, driving early anticipation and signups for our email waitlist. A private preview event at launch generated more than 300,000 impressions and $50,000+ in earned media value, anchoring the exhibition within a wide-reaching digital community.
Following opening, we sustained momentum through ongoing creator partnerships, spanning visits and scaled activations. This included activating 40+ influencers with a combined reach of 8 million. Across this broader mix of creator content, we drove more than 4.2 million impressions and 10,000+ clicks to the ticketing site, sustaining visibility and conversions well beyond opening week.
Ahead of opening, select creators were invited to introduce the exhibition’s historical significance and highlight the rare opportunity to experience a full-scale replica of the Annex without traveling to Amsterdam, driving early anticipation and signups for our email waitlist. A private preview event at launch generated more than 300,000 impressions and $50,000+ in earned media value, anchoring the exhibition within a wide-reaching digital community.
Following opening, we sustained momentum through ongoing creator partnerships, spanning visits and scaled activations. This included activating 40+ influencers with a combined reach of 8 million. Across this broader mix of creator content, we drove more than 4.2 million impressions and 10,000+ clicks to the ticketing site, sustaining visibility and conversions well beyond opening week.
Fueling Awareness, Urgency, and Action Through Paid Media.
Rooted in empathy, urgency, and clarity, our paid strategy moved audiences from awareness to action. Utilizing a full-funnel approach, we built awareness around the exhibition’s arrival in NYC, retargeted high-intent audiences with urgency and social proof, and drove conversions through press, influencer content, and visitor testimonials. Our paid media campaigns drove over 10 million impressions and more than 181,000 clicks to the ticketing site. The result: a completely sold-out experience within the first week.
From June 2025 through the final days of February, paid media generated significant ticket revenue, delivered more than 375,000 clicks to the landing page, and drove at least 11,000 ticket orders. What began as a high-impact launch strategy evolved into a sustained acquisition engine, consistently fueling traffic, revenue, and momentum well beyond opening week.
Sustaining Cultural Relevance Year-Round.
To maintain momentum beyond opening and anchor the exhibition within meaningful cultural moments, we developed a series of seasonal activities that deepened engagement, expanded educational reach, and re-inspired social conversation throughout the year.
Summer of Reflection.
Facing the natural slowdown of summer tourism, we transformed the season into a sustained invitation for reflection and access. We launched #DearAnne, inviting audiences to write personal letters to Anne Frank. We received over 100 reflections, many from first-time visitors. This effort extended into classrooms across New York City, where the exhibition distributed 20,000+ copies of The Diary of a Young Girl to ensure access for younger audiences.
We simultaneously introduced Free Summer Fridays, as well as dedicated days for educators and librarians, removing barriers to attendance and welcoming more than 5,000 free visitors. Campaigns to support free entry delivered some of the strongest paid performances of the entire exhibition run. Across five campaigns, paid media generated 860,000 impressions, resulting in a blended 2.70 ROAS.
27 Days. 27 Stories.
In January 2026, we launched 27 Days. 27 Stories., a dedicated campaign leading up to International Holocaust Remembrance Day on January 27. Each day, we honored one life, widening the lens beyond Anne’s story to recognize a fraction of the six million Jewish lives lost during the Holocaust.
Across platforms and supported by a concentrated paid strategy, this campaign generated 4M impressions, increased engagement by 60%, and drove net audience growth by 373.6%, deepening historical context while strengthening audience connection at a pivotal moment.
27 Days. 27 Stories.
In January 2026, we launched 27 Days. 27 Stories., a dedicated campaign leading up to International Holocaust Remembrance Day on January 27. Each day, we honored one life, widening the lens beyond Anne’s story to recognize a fraction of the six million Jewish lives lost during the Holocaust.
Across platforms and supported by a concentrated paid strategy, this campaign generated 4M impressions, increased engagement by 60%, and drove net audience growth by 373.6%, deepening historical context while strengthening audience connection at a pivotal moment.
Storytelling with Staying Power.
What began as an effort to bring Anne Frank’s story to the United States became a sustained cultural presence embraced by creators, educators, and everyday visitors. In response to extraordinary demand, the exhibition was extended twice and, ultimately, through February 1, 2026.
Our marketing strategy doesn’t simply fill rooms. It deepens understanding, sparks dialogue, and carries forward a story the world must continue to hear.
