MMC6730: Social Media Management Week 3 — Content Post
For this week’s content post we have been asked to select a social media campaign that caught our attention, explain the goals of that campaign, and using what we have learned about key performance indicators (KPIs), check to see if our chosen social media campaign met those goals.
I have chosen to select the Getty Museum Challenge.
Upon the outbreak of the COVID-19 pandemic, like many places, museums like the Getty had to close their doors to visitors.
However, the digital marketing team did not want the Getty to disappear entirely. They wanted the Getty to remain in the popular imagination.
The digital marketing team had a humble but ambitious goal to help build brand awareness and bring art lovers and the museum world together, even with everyone remaining at a distance.
Instead of drafting up an entirely original social media campaign, the digital marketing team identified an existing trend to adapt for their own purposes.
That trend began some time at the top of the year. As quarantines shutdown the world, a personal Instagram account based in the Netherlands challenged their followers to create famous artworks with household items under the hashtag #BetweenArtAndQuarantine. That account and challenge is still active and has almost 270K followers and counting, you can check it out here:
The Rijksmuseum in Amsterdam spotted this local social media trend in March 2020 and adopted it for themselves.
This unique and fresh art challenge was making waves across social media. Enough that when the Getty digital marketing team saw the trend, they instantly understood the potential to launch a challenge of their own, encouraging fans of the Getty (and anyone that wanted to participate) to recreate the images of their most iconic artworks.
Hilarity ensued. Here is just a small sampling of the user generated content this challenge created:
I loved how the digital marketing team did not try and reinvent the wheel here. Instead they took advantage of the existing strength of their brand (300K followers strong Facebook alone) and adapted a fun challenge that was already working well for museums on social media.
Returning back to the goal of the Getty digital marketing team to build brand awareness and bring art lovers and the museum world together — what KPIs could we look at to see if they succeeded? That’s a great question, there are a vast array of KPIs out there, just take a look at this list from this helpful Hootsuite blog:
Several of these KPIs simply don’t work for us, we just don’t have the information we need to run all the formulas listed here but we’ll try and run as many as we can.
The first place to check would be the Getty Museum official Facebook, Twitter and Instagram accounts. A quick search of the #gettymuseumchallenge reveals the following information across these tsocial media platforms:
As right now on Facebook there are still 14K people taking about the challenge:
Over on Twitter they had 14K retweets, 27K likes and almost 5K comments
14K / 1.4 mil x 100 = 1%
Average Engagement Rate:
14K + 27K + 5K / 14. Mil x 100 = 3%
And on Instagram they really smashed it out of the park with 50K posts.
50K / 300K mil x 100 = 16%
Altogether, according to the official Getty Museum Facebook page, June 27th they had roughly 100,000 art recreations popping across Twitter, Facebook, Instagram, Reddit, blogs, news media, and more.
It was an indisputable hit.
Even with low amplification rates and average engagement rates, that does not take away from the success of the campaign.
Prior to the challenge, the Getty Museum had a negligible presence online. Another factor is the difficulty of the challenge itself.
To participate requires significant effort — there are costumes, props, makeup, and lighting involved. That limited responses here to a small contingent of people willing to put in the time and effort to recreate these artworks.
But that’s not necessarily bad either. Just look at what the #gettymuseumchallenge created on Instagram. 50,000 amazing posts featuring some truly impressive recreations.
That is quality engagement, something many social media marketing teams are hoping to harness for their brands and services. In fact, some social media professionals see this as the #1 area of focus. There is no arguing that this digital marketing team very much achieved some high quality engagement with their campaign.
It not only helped raise the visibility for the museum and its unparalleled collection of artwork across social media but catapulted the campaign outside of the social media sphere onto dedicated news websites and news programs on traditional broadcast TV.
If the digital marketing team had sought to generate noise, mission accomplished I would argue! It was so successful that it allowed the digital marketing team and the Getty Museum to forever memorialize the social media campaign in the form of a book!
Yes — that’s right, featuring a curated (naturally) offering of 246 recreations, Off the Walls: Inspired Re-Creations of Iconic Artworks” will be available this September on sale for 14 USD.
Any campaign that is good enough to merit a publication is one special campaign in my books.