Raise awareness and affinity for the museum and the overall brand of The Met amongst Chinese nationals. Help the museum connect to younger demographics, which museums like The Met had trouble connecting with in the past.
We launched an interactive campaign on social media platforms TikTok and Douyin (the Chinese version of TikTok) that unfolded in two phases. The first phase, “#SaluteToClassics”, asked TikTok and Douyin users to imitate famous artworks from The Met’s collection. The second phase, “#MetGalaStyle”, asked TikTok and Douyin users to post a video of themselves wearing their best Met Gala-inspired outfits. Both phases were promoted by KOLs, customized in-app stickers, and banners ads on Douyin and TikTok. The winners of each campaign phase were selected based on how much public engagement their post receive, with the ultimate prize being a TikTok/Douyin x The Met co-branded gift set.