Projects /
Arts & Culture
A collection people want to share
How a regional museum turned its collection into short, shareable series in Arabic and English, reaching new audiences and giving partners a format to back.
Client
Confidential
Sector
Arts & Culture
Services
Content That Sells Masterclass, Content Studio
Delivered
Content strategy, social series, bilingual edits
The outcome
2
languages for every series
Short series from the collection are cut for each platform in Arabic and English.
New
audiences reached
The collection now reaches people who may never have visited, and some of them do visit.
1
partner slot per series
Brands can present a series for a full season, alongside the museum's exhibitions.
The Challenge
The museum held extraordinary objects with extraordinary stories, but its channels mostly announced opening times and events. The stories stayed on the wall labels. Younger audiences were finding culture through short video and the museum was largely absent there. It also had nothing to offer partners who wanted to reach people beyond the building.
WHY IT MATTERS: INDUSTRY DATA
+
61
%
Museum social growth
Average, 2019/20–2023/24
57
%
Watch short video daily
UK adults
15
%
Engage museums online
UK adults, room to grow
What we did
1
Trained the team
A Content That Sells masterclass helped curators and marketing plan content together, so expertise and storytelling sat in the same room.
2
Built series around the collection
We created short recurring series, from the story behind one object to curator picks, cut for each platform in Arabic and English.
3
Made a format partners could back
Each series had a presenting-partner slot, so a brand could support the collection online across a full season.
What happened next
The collection now reaches people who may never have visited and some of them do. The museum has a digital product to offer partners alongside exhibitions.
