Background
In the wake of the COVID-19 pandemic, the Science Museum wanted to inspire visitors to come back to their museum, and enjoy a fun day out together. Influence Digital were hired to develop an audience focused, digital-first, evergreen brand campaign for summer 2021.
Objectives
- Improve overall brand awareness with the target audience
- Increase free online ticket bookings and in turn, visitor attendance, helping the museum to reach visitor targets for the summer of 2021
Target Audience
Our core audience was Engaged Community Drivers- visitors that enjoy visiting museums together but are more interested in immersive, interactive and fun aspects of the visitor experience rather than the educational takeaways. Users in this segment have a strong interest towards science, tech, museums, and other relevant topics.
We also added Retargeting audiences based on the audience’s behaviour both on social media and on the landing page, as well as Lookalikes of engagers, web visitors and purchases to maximise reach amongst relevant audiences.
Our Solution
We wanted to encourage people to book their free visit by positioning the museum as a place to discover a universe of experiences for the explorers, dreamers, and the curious. Every asset we created highlighted how stimulating and exciting the museum is. An experience that doesn’t end when the visit ends: on the contrary, it’s a starting point to see the world differently.
To kickstart the campaign, we released an inspiring and dynamic ‘hero video’ that showcased the museum’s multifaceted and rich offering. Using fast-paced clips, time-lapse footage, strong brand photography and abstract motion graphics alongside direct, bold messaging, we were able to connect with the audience on an emotional level whilst ending on a strong call to action to book their free visit.
This concept was executed with a 360 mindset. We supported the main ‘hero video’ with the release of multiple collateral assets to maximise its impact this included animated posters, display statics and video cutdowns. To ensure we remained audience-focused, each format was adapted – either visually or through the messaging – to ensure we reached the target audience.
To ensure we reached the target audience during the summer months and in early autumn the creatives were rolled out in two phases.
Phase one: To reach Engaged Community Driver families through the summer holidays, we featured creatives depicting families and children exploring the museum together and used messaging that would appeal to the hearts of the decision makers in those families.
Phase two: Once the summer holidays were over, we moved into phase two, where we focused on reaching adult Engaged Community Drivers with creatives that included abstract, object-focused imagery to show the breadth of the offering. We also switched up the messaging to appeal to an Engaged Community Driver who would not be visiting with children.
To add another interactive layer to the campaign and drive further brand awareness, we created an Instagram AR filter inspired by the Reflections mirror in the museum.
Results
25.2M
Impressions
Over 4M
Users reached
7.2k
free ticket bookings
30.36%
Conversion rate
Conclusion
Building up on our knowledge of our client’s core audiences, their behaviours and interests, and combining that with a thorough paid media targeting and creative approach, we delivered an extremely successful brand campaign that was consistently optimised to deliver high levels of engagement, brand awareness and conversions across key social media and website metrics.
In addition to the brand awareness campaign, we have done plenty of other work with the Science Museum Group. Check out some highlights below!
