How Do You Museum?
Marketing User-Generated Content To Engage Audiences
This multi-faceted campaign engages visitors by asking them to share their experiences at the museums; the museums then take the user-generated content and apply it as an additional marketing tool in both paid and non-paid media. In addition, the museums produced a series of videos starring (unpaid) local celebrities describing their personal experience.
In 2016-2017, we established a creative strategy and production for the museum producing videos, landing pages, contests, live events, social content, influencer content, and paid media.
#HowDoYouMuseum Strategy Tactical Map
Discoveries
Since the launch of the digital campaign in February 2016, the videos alone have had over 5.6 million views, with over 100,000 views weekly. In addition, more than 5,500 people have shared their own UGC.
We produced video content with influencer partnerships around the #HowDoYouMuseum story.