Overview

Social WOM (Word of mouth), PR and Marketing campaign

The V&A’s autumn exhibition, Cold War Modern: Design 1945-70, is the first to examine contemporary design, architecture, film and popular culture on both sides of the Iron Curtain during the Cold War era.

The Cold War was fuelled by secret conversation and private debate; talk mattered, talk was everything.

The premise involved acting as recruiters for the organisation "7thsyndikate," seeking agents (voices/influencers). After completing various tasks, our agents would ultimately track a target to the V&A's Cold War Modern exhibition on opening day.

Taking the V&A from talking at consumers, to the consumer being the conversation.

Challenge

Further enhance the V&A’s reputation as a contemporary and accessible institution and increase membership of Friends of the V&A.

Engage target audience in an interesting and intriguing way and recreate the tension between the ideological clashes of that time.

Generate buzz around ‘Cold War Modern’ show by creating substantial on/offline WOM and Enhance ‘Cold War Modern’ visitor attendance (footfall).

Support sponsors aims and objectives.

Approach

We proposed a campaign to engage the target audience in a massive, London-based spy game

To meet the V&A's challenge objectives, the campaign needed to be highly engaging, intriguing, dynamic, and fun. What better way to achieve this than by starting a secret spy organisation and recruiting agents!

We engaged the target audience over a sustained period by integrating visual imagery, clues, and objectives into our interactions. A complete (functioning) spy communications network was built to enhance engagement and immersion.

Following creative workshops and extensive research into the era, along with conversations with the curator team at V&A, we concluded that making cryptic messaging and the espionage theme central to the entire campaign was the most effective approach. This message was consistently reinforced to the audience across all available media channels.

The campaign primarily focused on social media and digital platforms, but to authentically reflect the era, print (direct mail/newspapers) and radio channels were also incorporated.

Audience targeting involved defining personas and engaging them effectively both online and offline, which was crucial to the campaign's success.

Engage the identified audience through three channels: traditional media including cross tracks, six-sheet posters, postcards, and bus sides; digital platforms; and ambient, real-time unconventional interactions and engagements.

Built engagement through various channels including social media (Twitter, Facebook, Instagram, TikTok), web microsites, email campaigns for direct engagement, digital content for social platforms, and print and web-based advertising. Additionally, "wanted" ads were placed in London newspapers to further extend reach and engagement.

Designed and built the complete secret society brand "7thsyndikate," including all associated digital and print assets. Managed relationships with digital, social, web, and print companies, ensuring the timely delivery of assets to meet strict deadlines and cut-offs.

Outcomes

Campaign achieved a footfall of over 170,000 visitors. This was 30% over the targeted 130,000.

The campaign's impact on social and traditional media, as well as visitor sentiment, significantly contributed to establishing the V&A as a world-class museum of art and design. It enhanced the museum's reputation as a contemporary, accessible institution and an inspirational, trusted leader in its field.

The campaign led to a substantial increase in Friends of the V&A membership, using Cold War Modern as a recruitment incentive. The target was 500 new members, but over 2,000 were achieved.

The campaign generated positive sentiment and ongoing engagement from sponsors by effectively supporting their aims and objectives.

Through research and profiling, we identified and targeted four personas throughout the campaign, ensuring a focused approach and response. These personas included "Nostalgics", those who lived through the era; "The Curious", younger individuals under 35 seeking to understand the period; "The Creatives", existing members of the V&A community and recent attendees; and "Friday Lates", curious learners who visit during off-peak and unusual hours (definitely me...!). This persona-based targeting, previously undefined, allowed for a greater understanding of visitor metrics and sales, enhancing the campaign's effectiveness.

Over 200 influencers were recruited, and 53 made the 'spy' grade. These 53 were taken to London to meet a handler who led them on an underground roller coaster trip through 'post-war' tunnels and secret passages, arriving at the basement of the V&A for a private tour of the exhibition.