Challenge:

Create a campaign for The Metropolitan Museum to attract a growing number of young, tech-savvy museum-goers on two different platforms and attract a demographic who follow The Met on social media but not physically visit the museum.

Strategy:

Create two different phases of user-generated videos on Douyin and TikTok relevant to Chinese and non-Chinese followers using the hashtags #SaluteToClassics and #MetGalaStyle, along with KOL promotion, branded in-app stickers, and a prize giveaway.