NGV Viktor&Rolf: Fashion Artists



Brief

Brief

Leverage a key partnership asset by creating a fun, interesting and cutting edge communications campaign to drive brand awareness for Bank of Melbourne and celebrate its partnership with the National Gallery of Victoria and the Viktor&Rolf: Fashion Artists exhibition.

Strategy

Strategy

Willett Marketing developed an integrated communications strategy around the concept #FashionArtFirstHand. The intention of #FashionArtFirstHand was to take Bank of Melbourne audiences one step closer to this world-first exhibition by introducing them to the people, places, ideas and institutions that worked together behind the scenes to create the exhibiton.

Execution

Execution

Introduce Bank of Melbourne followers to a unique view of the fashion and art world. Prominent Melbourne fashion bloggers produced content for Bank of Melbourne channels, NGV staff members shared how their expertise helped the exhibition come to life, the exhibition’s curator ‘took over’ the Bank of Melbourne’s Instagram, exclusive events were live tweeted and high quality bespoke videos were produced across the campaign. 

Results

Results

As well as producing Bank of Melbourne’s most successful Instagram post of 2016, the campaign engaged audiences at a consistently high rate. At the completion of the campaign followers had grown significantly, and positive comments regarding the campaign were very forthcoming. The campaign successfully bought #FashionArtFirstHand to the Bank of Melbourne community.