The project began with an analysis phase:
We looked at the statistics of the Hygiene Museum’s museum and event visits and took a close look at the brand image: Which media are there, how does the museum appear where and how. Special attention was paid to the museum’s social media channels. In an exchange with the team, we determined what social media expertise already existed in the museum in order to know where we could start. The research of best practice examples also served to understand where the joint journey can and should go in the future.
After that, the joint workshop process began: we discussed with the museum team and looked at where content is already available in the museum, who can process it and what communication capital is already available in the museum.
We then worked together on the focus groups and developed messages towards a common thread in the narrative of social media communication.
Afterwards we tried out creative processes that can help the museum in its daily work to develop micro-campaigns.
Finally, the Meta Ad Manager was put under the microscope in order to be able to advertise the many events running in the museum in a meaningful and effective way.
The process culminated in a series of live workshops with the aim of identifying the most specific places in the museum that lend themselves to being an interface for analogue and digital moments: places for selfies, hashtags and video productions.
In addition, together with the museum team, we made them aware of the in-house and already prepared content in the collection and in the permanent exhibition and worked out the targeted handling and use of this in social media. The targeted handling of the technology and the necessary apps for the video production formed the conclusion of our assignment.
In addition to analysing future storytelling content, we developed a methodology for dealing with social media advertising, as the museum has many events it wants to draw attention to. The methodology can be flexibly applied to events with very different images and designs without losing the connection to the museum.
For this assignment, we are collaborated with Social Media Expert: