The Natural History Museum is one of London’s most recognised cultural institutions. But like many heritage brands, it faced a challenge shared across the sector: remaining relevant to younger audiences in an increasingly competitive attention economy.
The museum wanted to increase relevance amongst 20-30-year-old Londoners, particularly those who had not visited before, or had not returned for several years. The objective was to increase footfall and drive general admission bookings across two key audience groups: Knowledge Seekers and Activity Chasers.
We built relevance by reframing the Natural History Museum beyond a traditional museum visit, positioning it instead as a cultural experience rooted in discovery, curiosity and hidden London stories.
Rather than focusing on the museum’s most familiar spaces, we uncovered a lesser-known side of the institution - behind-the-scenes access, architectural details and unexpected stories that felt more aligned with how younger audiences discover and share culture today.
We curated a targeted influencer programme spanning organic and paid partnerships, securing nine creators with a combined audience of more than five million followers.
Influencer selection was led by audience relevance, not just reach. We partnered with creators whose audiences closely aligned with the museum’s target demographics, balancing cultural credibility with strong engagement.
We drove demand by creating content that made the museum feel more culturally current, socially shareable and accessible to younger London audiences.
Each creator received a tailored experience shaped around their own interests and content style, enabling them to produce highly original, platform-native storytelling that felt authentic to their audiences, while reinforcing key messaging around free access and discoverability.
This shifted perception of the museum from somewhere people should visit, to somewhere they actively wanted to experience and share.Our work helped drive renewed awareness and interest in the Natural History Museum online, supporting an increase in footfall and helping it become the most visited museum in the UK in 2026, according to the Association of Leading Visitor Attractions (ALVA).
| 22 | Pieces of content created |
| 1.9m+ | Content views |
| 100,000 | Content interactions |
| 6% | Engagement rate |
| Our campaign contributed to the Museum becoming the most visited attraction in the UK, according to ALAVA |
“Kallaway’s campaign enabled us to reach almost 2m people across multiple platforms with content that highlighted different aspects of the museum’s offering as well as a range of interest themes. The campaign helped to increase our engagement online and drive footfall. The Kallaway team was great to work with – communicative, professional and friendly, they made the whole process very smooth and enjoyable. They also took an insightful and creative approach to deliver the results we wanted. I would work with them again on future campaigns and recommend to peers.”
Amy Maunder-Taylor, Marketing Manager, The Natural History Museum
