The Wallace Collection houses an exceptional collection of paintings, sculpture, ceramics, furniture, arms and armour. Popular with an older crowd of art lovers and history fans, the museum came to Kallaway to secure a younger and socially active audience of culture seekers who are less familiar with its offer.
We ran two influencer campaigns – one to increase The Wallace Collection’s brand profile on social channels, and the other to support Grayson Perry’s Delusions of Grandeur exhibition.
Brand building
Our organic influencer campaign recruited 13 influencers who created relevant and vibrant content for London-based audiences. We ensured that the influencers’ previous content ranked highly on key London search terms as this would ensure future visibility for Wallace Collection-related content.
We provided bespoke visits for the influencers and the content they created reached 1.2 million people, generating 854,000 views, 118,000 engagements - an engagement rate of 13.8%.
Grayson Perry’s Delusions of Grandeur
Perry’s show, the largest contemporary exhibition ever held at The Wallace Collection, explored issues of fictional alter egos, class, masculinity and authenticity, whilst also responding to objects at the museum itself.
To engage younger audiences and reflect the range of issues being explored in the show, we secured Russell Tovey - award-winning actor and art lover, host of the Talk Art podcast - and Lucy Corban - cultural content creator known as Girl&Gallery - to experience the exhibition.
Their posts secured a minimum of 682,000 views and 33,000 engagements in 14 days, an engagement rate of 4.9%.
Outcomes and impact
The results achieved indicated how well aligned the creators and their audiences were to the Wallace Collection.
| 1.2m | People reached |
| 118,000 | Engagements |
| 13.8% | Engagement rate |
