Local and national. Small and large budgets. As 2019 has ended and the 2020s have begun [how does that sound?!], it’s time to sum up the last 12 months in cultural marketing.
I would like to point out that this is my subjective review of cultural marketing campaigns. I don't know all Polish festivals and cultural institutions. So if you don't find your type in this list, don't panic, just write about it in the comments :) Let everyone write their summary and it will be beautiful. So read on!
PS: In random order.
8 tasty campaigns in the cultural and creative industries of 2019
1. Instagram profile of the National Museum in Krakow
Here two changes occurred, one after the other.
The first one was at the beginning of 2019, when the profile of the National Museum in Krakow stopped being an information wall showing what has happened, is happening or will happen soon.
Instead, we could laugh while reading the humorous comments accompanying photos or videos presenting the NMK collections.
Letting air out of the balloon resulted in, among other things, more comments under the posts. It made me, at least for me, start to identify the National Museum in Krakow as an institution with a human face, which is not afraid to laugh at great Polish artists :) And at itself!
The second change came in July. After dozens of posts starting with “When…”, it was time to refresh the concept. And so mini comics and stories appeared, based on selected works from the institution’s collections.
Such a post usually consists of ten photos or graphics that tell a humorous story about a chosen topic. And the topics are different:
- BOREDOM – a cat comic about lifestyle,
- ABSTRACTION – a comic about the non-obvious charms of agency,
- GOOD SIDES – a sociologically optimistic comic book,
- DIFFERENCES – therapeutic comic.
The content of the graphics and the first sentence of the entry have nothing to do with, for example, the events taking place at the National Museum in Krakow. But a few lines below there is typical, well-written journalistic information, for example, about Karol Szymanowski's 42 Days of Music in Zakopane.
I understand such curiosity of the recipient. I will stop at the image, which has an intriguing slogan, a question on the first slide. And maybe I will read the information about the Music Days in Zakopane. And maybe I will go there.
If it were an ordinary photo, without a catchy question, I would probably keep scrolling through my Instagram feed.
2. National Museum in Krakow – #podrozujzdama
Lady with an Ermine, the famous painting by Leonardo da Vinci, has returned to Krakow for good. Since 2016, the work has been the property of the National Museum in Krakow.
You can find more about the history of the painting on the website of the National Museum in Krakow.
The National Museum in Krakow, wishing to maintain interest in the Lady, organised the #podrozujzdama campaign, which lasted from August to the end of September 2019.
The rules of the competition were simple:
- You had to find the "Lady", in the form of a figurine printed on cardboard, and take her with you.
- The museum encouraged people to post creative photos with the lady on Instagram and tag them with the hashtags #podrozujzdama #travelwithlady .
The prizes in the competition were entrance tickets (it was possible to meet the Lady at the museum) and packages of NMK gadgets and publications.
As a result, the campaign received 225 posts with the hashtag #podrozujzdama and 233 with the hashtag #travelwithlady.
I must admit that some of the photos were really interesting!
Such a campaign is a way of reaching out to visitors and inviting them to play and have fun. And who among us doesn’t like to have fun?!
3. National Museum in Warsaw – Instagram
The Instagram profile of the National Museum in Warsaw became famous in 2018, when two women took over the strategy for this medium: Anna Szałas and Aleksandra Długołęcka.
Suddenly, it turned out that such a serious institution as the National Museum (and in Warsaw at that!) can comment on reality in a colorful and funny way, using its collections. In addition, the number of followers of the profile doubled within a year. The recipients appreciated the change in the institution's communication, which thanks to this became accessible to everyone.
Since April 2019, the social media profiles have been run by Ola Długołęcka herself, and the Museum has gained 1st prize in the “social media profile management” category at the 4th edition of the Visible Museum review.
Can it be better? We'll see. I'm eagerly awaiting MNW's next posts and I'm rooting for them with all my heart. I hope they'll have plenty of inspiration! :)
Read the interview with Aleksandra and Anna, which they gave to Gazeta.pl Kobieta in November 2018.
4. Kendall Jenner and Reserved
Yes, I know. Not exactly cultured. But are you sure?
The Reserved brand has been collaborating on its campaigns with Polish and international stars for several years. In 2018 they created advertising creations with actress Joanna Kulig and French influencer Jeanne Damas. The ladies dance and sing the song "Yes Sir, I can boogie". The entire clip is maintained in the atmosphere of a revue and flirtation. The clip is watched with pleasure and delight.
In previous years, Reserved established cooperation with Kate Moss and Cindy Crawford.
2019 belonged to Kendal Jenner. Influencer, sister of other sisters, most of whose last name is Kardashian.
Kendal was the highest-paid model in 2017. But she makes the most money from promoting other brands. Six months ago, her market value was $30 million. For her participation in commercials, the influencer collects from $400,000 to $1,000,000.
But let's leave the money aside and see what kind of video was created in collaboration between Reserved and Jenner. As the brand itself describes:
In a surreal fashion film Reserved nothing is obvious. We move to an Italian baroque villa, where Kendall Jenner daydreams and embodies various feminine ideals. She can easily become an Italian aristocrat from old movies, a crazy retro girl lost in dance, a young rebel from the 90s, or a mermaid swimming in a large aquarium in the garden.
On the day of writing this article:
- the YouTube clip has over 20,300,000 views,
- Facebook videos Reserved: 375,300 views,
- The hashtag #ciaokendall on Instagram has been used over 1000 times.
I am pleased that a Polish clothing brand is not afraid to aim high and collaborate with top-shelf actresses, models and influencers. As a result, Reserved became famous again in October 2019. And in a truly artistic style!
5. Coalition of Summer Literary Festivals
Literary festivals lasting from June to August 2019 have decided to support each other.
They did it in the best possible way: by creating a database of these festivals, by mutual support in the form of omnichannel promotion of each of them in each of them (kapiszen?), and by meetings and exchange of experiences.
The possibility of stealing ideas from other festivals and exchanging what festivals produce: books, exhibitions, events. We can exchange all of that.
-Olga Tokarczuk
Thus, Miedzianka Fest (made by Filip Springer) and the Góry Literatury Festival (made by Olga Tokarczuk) collected the funds necessary to organize the festival on crowdfunding platforms.
And it is for this support and mutual inspiration that they deserve a big plus!
Thanks to the synergy that existed, they managed to achieve better results than if they had done it alone (my humble suspicion).
Bravo and keep up the good work!
6. Miedzianka Fest 2019
And we'll smoothly move on here to Miedzianka Fest, a festival created in a town that no longer exists, which Filip Springer described in his book a few years ago ("Miedzianka. The Story of a Disappearance").
The place fascinated readers. Trips began. People wanted to look for (no longer existing) places they had read about in the report.
And so the Miedzianka Fest Festival was born. Filip Springer and company create a place for meetings and discussions about Polish reportage. Crowds come to the event. And no one minds that the meetings are organized simply in a meadow, in the bushes or in an abandoned church. This is the distinguishing feature of MF and, among other things, this is what attracts people to this festival.
However, 2019 did not start well for the organizers. Information came from the Ministry of Culture and National Heritage about the lack of funding for the festival.
Filip and company collected as much as they could from sponsors, but there was still something missing. That is why they started a collection and in less than 24 hours they collected over 16,000 thousand złoty. It was more than they needed.
I am giving the example of Miedzianka here for two reasons: a great idea for a festival and running social media [click], resulted in a loyal audience that willingly helped when the festival found itself in need.
This is how you build a community.
7. Pannonica Festival
Pannonica Festival, a festival in the bushes above Poprad, presenting Balkan music and more :)
As the regulars say – it’s fire, not music! And what is this distinction for?
Well, the Pannonik people prepare interesting video spots every year. And this year they did not disappoint! Check them out the last three spots promoting the festival.
Anyone who has been to the festival knows that there is a family-like, peaceful atmosphere and (still) intimacy there.
8. Up To Date Festival – mural and miracle on the plot
And last, but not least… definitely not least. I love them with all my heart! I haven't been to the festival, but they do their marketing with such aplomb that I plan on going to Białystok in 2020 (unintentional rhyme).
But from the beginning. Up To Date Festival is an event promoting electronic, ambient, hip-hop and experimental music.
The face of Up To Date is its organizer Cezary Chwicewski, whose style and statements probably have quite a big impact on the festival's marketing strategy. Anyway, listen to him for yourself:
The Up To Date organizers decided to use a relaxed tone of communication with the audience. An example of this is the invitation to collaborate Professor Miodek, who wondered about the meaning of the expression "Pozdro Techno" [click].
In 2017, they prepared a funny spot that promoted the "For Free" campaign, i.e. sending postcards from the festival via Polish Post [sic!], for free! The organizers' mothers, aunts and grandmothers were involved in the video promoting the campaign. A hit! [click].
The continuation of the idea with postcards was the creation of a mural in 2019. But not an ordinary one. But one that touches the heart. Send a postcard to grandma is based on a tender story and positive emotions:
After watching this clip I feel like running to the post office and sending postcards like an avid postcard mailer!
In addition to the mural and the video with Grandma, Cezary and company created a truly funny (again) spot promoting the 2019 edition.
Importantly, the organizers do not end the promotion of the festival right after the last day, week or month. The promotion is ongoing. Their Instagram profile is particularly active, where they regularly publish posts and Stories.
Summary
All these examples have one thing in common: they are well-thought-out actions. No one came up with these actions overnight. Up To Date'owcy have had the joker as their archetype since the first edition. The National Museum in Warsaw prepared a fresh strategy in 2017, which is constantly monitored and refreshed. Reserved did not pull the Kendall campaign out of a hat.
Preparation, then action. Remember that! I hope these eight cases will inspire you to create a new strategy for your brand, institution or festival.
Ola
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