‘CLOSE TO CHUCK’ EXHIBITION PROMOTION
MCA

THE BRIEF

The Museum of Contemporary Art was looking for a piece of content that would drive visitors to the Chuck Close exhibition during a highly competitive and cluttered summer period.  The artist Chuck Close lacked significant awareness in the Australian market. In addition, he had limitations on how his work could be promoted.

OUR RESPONSE

For the launch of the exhibition, the MCA team had invited influential social media personalities to get them to spread the word about the exhibition. We focused our attention on the experience of the MCA and asked the exhibition visitors to share their experience of the exhibit by sharing their photos using the hashtag #closetochuck. An engaging 15-second video was created, while the campaign was pushed across Instagram, YouTube and Facebook.

THE RESULTS

The video reached more than one million unique people, with strong mobile performance in particular. The campaign saw a total of 126,883 video views across YouTube and Facebook, with 594 new fans gained.

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