CAC Clients in the News! Milwaukee Public Library

We’re super proud of the Milwaukee Public Library (MPL), a recent client that has been featured in Fast Company for their dynamic and inventive social media strategy.

Since 2022, MPL has embraced an unapologetically bold, video-first social approach—think memes, ironic “thirst traps,” and cinematic storytelling reminiscent of Wes Anderson. The results have been impressive!

Instagram: Nearly 240,000 followers, a staggering 1,497.5% increase since embracing this approach.
TikTok: Around 150,000 followers built in the same period.

Highlights include a playful “book drop” parody that soared to over 3 million views, and a heartfelt clip of a 90-year-old patron reading manga—moments that blend humor and personality in a way that resonates deeply.

I recently had the privilege of collaborating with MPL’s Communications and Community Engagement team, where we focused on aligning their creative energy with practical tools, such as:

Developing a content calendar to support consistent, strategic storytelling.
Enhancing internal communication frameworks to streamline planning and execution.
Developing an integrated marketing approach across all library channels.

While MPL’s creative instincts and audience insight are exceptional, my goal was to help structure their brilliance so their efforts could be even more sustainable and impactful.

This Fast Company feature not only spotlights MPL’s originality—but also underscores how strategic support behind the scenes can elevate and sustain creative excellence.

As Melissa Howard, MPL’s Communications and Community Engagement Director, noted in the article: their social strategy isn’t just entertaining—it’s mission-driven. The library has seen boosts in community partnerships, database and Hoopla usage, merch sales, and more. One reel even triggered their highest merch-selling month, with an 180% increase.

What This Means for Libraries (and CAC)

CAC’s Value Proposition: When creative teams have the infrastructure to plan effectively, their innovative work can scale and sustain real impact.

Creativity + Strategy: Bold content backed by thoughtful planning amplifies reach and meaningful engagement.

Civic Institutions as Culture Makers: MPL’s success demonstrates that public institutions can lead in cultural relevance—with humor, heart, and authenticity.