Background
For over 40 years, the Smithsonian's Hirshhorn Museum and Sculpture Garden has given the nation's capital a new way to learn about talented artists from around the world. Endowed in the 1960's by Joseph Hirshhorn with his private art collection, the Hirshhorn has been a tourist destination for the curious and art lovers alike.
The Situation
In 2015 to celebrate Hirshhorn's 40th anniversary, the Smithsonian wanted to invite the public to rediscover what the museum had to offer. But Hirshhorn wanted to reach more than just the casual D.C. art scene. They wanted to reach more people who might be visiting D.C. but hadn't visited the museum before.
Action
My team and I created an organic digital strategy that complemented a larger out-of-home campaign. We used "What's Missing" as the tagline and centered it around #FindYourH. Users were then greeted with content that was missing the letter "H." Our audience was urged to ponder what art in D.C. would be like without Hirshhorn. We created:
Organic editorial calendars for Hirshhorn and its partner organizations
A social media engagement strategy that encouraged conversations between users and the museum
Results
We saw the following:
Twenty-eight percent increase in museum visits in consecutive years after the campaign launch
An increase in social engagements on Hirshhorn's Instagram & Facebook channels
