Museum Victoria — #MuseumAdventures

To drive visitation of their family audience over school holidays, Museum Victoria briefed Clear to develop a ‘social media campaign’ featuring a series of young Adventurers exploring all three of their venues: Melbourne Museum, Scienceworks and the Immigration Museum. Creating digital content of this kind mirrored a shift away from traditional media channels and was designed to connect with their core audience through social platforms like Instagram and Facebook. Clear art directed the campaign and commissioned photographer Scottie Cameron to create a series of 15-30 second videos. Using lo-fi, ‘go-pro point of view style’ footage, people are invited to experience a range of #MuseumAdventures through the eyes of a Museum Adventurer. This campaign was rated as one of the most successful School Holiday campaigns for the museum. Supporting a more broadly known insight that targeted messaging is more powerful than a broadcast, scattered approach.

See David’s #MuseumAdventure

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