Imperial War Museum.
The Imperial War Museum is a world-famous heritage centre for ‘wartime experience’, providing an exciting array of displays, archives, special exhibitions, events and education programmes. We have been working with them in order to engage and attract visitors through digital and social media.
Social media goes back to the future.
345 twitterers are following Mrs Sew and Sew... in 1943!
Audience.
Do you remember your school holidays? Weeks and weeks of no school and sometimes there wasn't always enough to keep you busy. If someone gave you the chance to get out, play with toy guns and tanks and best of all tell you you didn't have to pay, what would you do?
Challenge.
London has a wonderful range of museums, most of which are free to enter. So there’s strong competition to attract visitors, particularly during the school holidays. The Imperial War Museum asked The Team to help them win their share of this business over the Easter holidays.
Insight.
Rather than thinking of a website as a sole digital offering, it’s often more effective to examine where the target audience are already meeting online and to join the conversation there. The Team ran a four-week social media campaign (using Twitter, YouTube and a blog) that coincided with the end of the Easter holidays on 10 April 2009.
Result.
The theme of the campaign was ‘Make-Do And Mend’, where a charming fictional character known as Mrs Sew&Sew gave frugal advice from 1943. The author of the twitter feed and blog was interviewed by BBC London, drawing attention to the museum just before the Easter holidays – perfect timing!