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CultureHive > Case Study > Word of mouth blogging campaign at the V&A
21st April 2013 Sara Lock

Word of mouth blogging campaign at the V&A

By: Eleanor Appleby


A case study to show how the V&A used online word-of-mouth marketing to reach a new audience of young people (26–45 year olds), particularly those with an interest in the internet, technology and science fiction, for its Cold War Modern exhibition

In order to reach that audience, we wanted to create an online buzz around the show, sparking interest in an engaging and intriguing way. This led to us to commission 1000heads, a word-of-mouth agency, to come up with a campaign that would entice a network of design-savvy bloggers to write about the exhibition. 1000heads undertook the planning and execution of the campaign, identifying suitable bloggers, developing and placing the digital and real-world clues, and tracking the resulting online activity.

Published:2013

Smart tags: word of mouth young people social media Online engage engagement digital campaign blog blogging audience development

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