IN-DEPTH CASE STUDY
ANDREW MARCUS, DEPUTY HEAD OF COMMUNICATIONS AT MUSEUM OF LONDON
THE GAME IS AFOOT Taking this a step further, the museum partnered with video production company LAMB&SEA to document the story behind the Museum of London Tweed. The 14-minute film was a departure for the organisation: “We’d done a lot of video content for YouTube, primarily sticking to three minutes and under. We’d also done a lot of video where a curator talks to the camera about a particular topic. This is always brilliantly successful for us, as the Museum of London is absolutely brimming with content, and we have amazing spokespeople. That was easy. But we wanted to challenge ourselves with a documentary.”
men’s fashion industry. There’s a big project to position it as the spiritual home of menswear and we underpin the history of that”, says Marcus. The museum unveiled the suit, modelled by Tinie Tempah, at one of the largest celebrations of men’s fashion in the city, London Collections: Men. The fabric’s contemporary look—an urban grey with tones of royal blue and gold—is a combination of three factors: research into menswear forecasts for the next three years; late Victorian hat and tweed fashions; and an analysis of colour references in Conan Doyle’s stories. Before revealing the suit, the museum
released a range of Christys’ deerstalkers and other hats made from Museum of London Tweed to coincide with the launch of the exhibition. These were available to buy from Liberty of London, Christys’ Hats and the museum shop, and were also sent out to journalists.
“In many ways, this was just a PR
stunt,” laughs Marcus. “We actually didn’t think we’d sell many. I think we ordered 50, Liberty ordered even less. But we sold loads. They sold out in days,
and we re-ordered again and again and again.” The prestigious brand partnerships were made with the ‘cultural connoisseur’ in mind, meaning that the end product was of high quality. London Collections: Men
AW15 coincided with the museum’s low January period, which made it an ideal time to reveal Tinie Tempah’s new suit. “We did a PR tactic that other museums wouldn’t think of doing,” says Marcus. “We dressed Tinie Tempah up in his suit and sent him off to the catwalks. It was a really fun moment. We used the story across our social channels and blog. Harper’s Bazaar actually took a photo of Tinie Tempah in the front row seats of Topman’s fashion show, wearing our suit.” This was social media coverage that, arguably, few other museums would be able to replicate. But more than this, it was a declaration of the museum’s relevant approach to marketing.
53 issue 24 may 2015
Museum of London has to think like a consumer brand
At the time of writing, the video— designed to appeal to the discerning ‘London Insider’ demographic—has racked up nearly 6,000 views on the museum’s YouTube channel. “For some brands that doesn’t sound a lot,” says Marcus. “But for us that’s really successful”. The campaign also had coverage in GQ Magazine, the Evening Standard, London Live, BBC London, the Daily Mail, and Women’s Wear Daily.
The museum’s use of
carefully conceived personas underpinned a campaign that proved timely, relevant and bursting at the seams with enticing content. Marketers can follow suit by thinking hard about who they are trying to reach, and how they
want these people to interpret their brand. Thread this knowledge into every action.
museumoflondon.org.uk
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