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The Power of Art and Culture: How to Better Connect to Your Audience

Flex your brand through murals and creative art

Mural by Jesse de Leon for the Houston Astros
Mural by Jesse de Leon for the Houston Astros
Photo courtesy of Muros

Brands have the power to achieve consumer loyalty through real-life connections that live beyond digital engagement.

Now more than ever, audiences want to engage with and support brands they deem authentic. A recent Oberlo survey found that 88% of consumers look for authenticity as a key benchmark throughout their decision-making process. The same survey also reported that 79% of consumers agree that user-generated content highly impacts their purchasing decisions.

Instead of investing capital in a slew of billboards, brands are looking to reach their target audiences through in-real-life activations and strategic influencer campaigns.

To achieve these missions, the Houston Astros partnered with Muros for five activations that served as part of its H-Town Artist Showcase—a local campaign designed to spread excitement and fan support.

Each artist had a unique connection to the team and city— like Franky Cardona, who was raised in Houston and designed the All-Stros mural in Woodland that showcases the five players representing H-Town in the All-Star Classic.

The murals not only generated local buzz and fan support, but also served as extensions of larger marketing campaigns, like Space City, a 20-foot astronaut outside Minute Maid Park that greeted fans in April (on the debut of their City Connect Space uniforms).

Leveraging popular figures like the fan-favorite mascot Orbit has helped activate each unveiling, along with artists' and guests’ social media—which had a combined reach of more than 100,000 across Facebook, Instagram, and Twitter.

Muros strives to help organizations better connect to their culture and target audiences through creative art and organic content by creating campaigns that last far beyond their original unveilings. For brands and planners looking to better connect to their audiences and communities, drop us a line at