Influence Digital

Science Fiction: Voyage to the Edge of Imagination was a major new exhibition which opened at the Science Museum in October 2022. Blurring the lines between exhibition and experience, it took visitors on an unforgettable voyage through space, exploring the future through the science of today. Showing the intricate relationship between science and science fiction, it revealed the power of human imagination.

The Brief

After developing an exciting teaser video – with the Science Museum’s most successful launch results to date – Influence Digital were tasked to develop a full scope digital advertising campaign. The goal? To drive ticket sales for their biggest and most ambitious exhibition yet, Science Fiction: Voyage to the Edge of Imagination.

Objectives

Increase awareness of the ‘Science Fiction’ exhibition whilst driving sales and revenue.

Develop a powerful visual identity to stun, excite and stand out from the crowd – appealing to the head and heart of the key audience.

Target Audience:

• Trend Awares
• Science Fiction, Science and Technology and Space Fans
• Mums and Dads

Our Response

By carrying out extensive audience research, we identified key audience clusters and tent pole moments, tailoring the media buying approach to platforms we knew held a high share of our target audience. We developed a full-funnel, multi-channel paid campaign to raise awareness, consideration and drive ticket sales for the Science Fiction exhibition across Meta, Google, YouTube, TikTok and Blis. Our strategy involved tailoring the creatives and copy to each platform and audience, ensuring maximum impact within each unique environment. We aimed to speak to viewers in a way that resonated and captured their interest.

Through weekly reporting and developing a detailed mid-campaign report, we were able to successfully utilise our insights and learnings, optimising towards the best performing audiences, messaging and creatives throughout the campaign to drive the most cost-effective ticket sales.

Creative

Based on insights from our research into our key audiences, we developed a creative identity, including a futuristic portal that served as a stand-out visual identity for the exhibition throughout the campaign. We launched digitally and OOH with a suite of visually exciting assets, causing intrigue and driving interest in the exhibition in all manner of settings. Our versatile portal was adapted for digital and OOH, featured on a huge billboard, and our hero video was adapted for Sky VOD and cinema, showcased before box office hits such as Black Panther and Avatar.

We continuously updated our video and static creatives throughout the campaign based on learnings, tailoring the messaging towards each audience’s interests and capitalising on key tent pole moments, such as ComicCon and school holidays. We incorporated ‘word-of-mouth’ marketing into the social creatives, sharing stars, quotes and reviews from both publications and visitors – sharing real-life positivity and experiences to promote ticket purchases.

The Results

• 34.5M Impressions
• 22.3K Purchases
• 7.09M Video Views
• 29% Website Traffic

We ran a successful year-long campaign for the Science Museum’s biggest exhibition to date, raising awareness and driving cost-effective ticket sales both digitally and OOH with our effective creative approach and paid media strategy. Managing both the paid and the creative for the campaign led to an efficient and harmonious campaign. We worked as an extension of the Science Museum’s team, delivering a constantly optimised campaign that drove over 22K ticket purchases.

Fashion City is a new and major exhibition at the Museum of London Docklands, celebrating iconic London fashion and the craftsmanship, passion and creativity of London’s Jewish communities. The exhibition tells the story of how Jewish Londoners shaped global style.

The Brief

Running from October to April, our role was to design a suite of assets, including video and statics, to promote ticket sales in the lead-up to the exhibition launch.

We aimed to shine a spotlight on the remarkable contributions of Jewish designers, makers and retailers who dressed legends like David Bowie, Mick Jagger, Princess Diana, and many others. These designers have fascinating histories, and their stories are pivotal in understanding how London has become the famous fashion landmark it is today.

The Response

Influence Digital started by auditing the exhibition’s target audience, identifying three key segments: Museum Explorers, Fashion Lovers, and those intrigued by Jewish Heritage. To delve deeper, we conducted Audiense reports for a comprehensive understanding of what catches the eye of these audiences.

Combining these findings with the available assets and the exhibition’s Key Art, we recognised the need to maximize our creativity using cutting-edge editing tools and current design trends. Our goal was clear—to tailor designs that resonate with each identified audience to push ticket sales.

Building on these insights, we developed the campaign structure, which consisted of an awareness phase featuring a hero video, GIFs and cutdown videos, as well as a conversion phase with static images and a 6-second video. Our initial focus was on leveraging the widespread recognition of famous individuals who wore garments by Jewish designers like Mr Fish and Otto Lucas to generate significant interest.

The Results

In result, we successfully produced a suite of promotional assets, featuring engaging videos and animated visuals to generate substantial interest and excitement leading up to the Fashion City exhibition launch at the Museum of London Docklands.

The exhibition received widespread recognition and acclaim, raising awareness and appreciation for the contributions of Jewish designers, makers and retailers in establishing London as a fashion landmark.

The success of our campaign demonstrated the power of effective design and storytelling in promoting cultural heritage and creativity.

Influence Digital rebranded The Cambridge Club, presenting a new, fun and fresh look for the music festival.

The Brief

The Cambridge Club is a feel-good festival of Disco & Discovery for all ages, that takes place annually in Cambridge. Before the launch of The Cambridge Club 2022, the festival wanted to elevate its look and feel as the festival gained more popularity and success. This led Cambridge Club to task Influence Digital with a full rebrand.

The 2022 line-up was jam-packed with legendary artists, including Diana Ross, Nile Rodgers & CHIC, The Jacksons and many more! With such a star-studded line-up, Influence Digital wanted to ensure the new, creative branding reflected not only the fantastic musical acts but also the sense of community, fun & feel-good energy The Cambridge Club has been known to provide.

The Response

Influence Digital started their rebranding process with a creative strategy session. In the session, they discovered that focusing on the festival’s music resonated much more with their target audience than focusing on the city of Cambridge and its history in science and technology.

They also wanted to move away from an explicit and detailed illustrative route as it was limiting in the creative application and in presenting an image of the festival.

Based on these insights, Influence Digital decided to give the festival a rebrand that guaranteed a premium but playful feel and gave them many options when creating individual social assets. They aimed to leave room for imagination; Rather than illustrating the wonders of the festival, they wanted to leave subtle hints and allow the audience to form their own ideas.

To achieve this, Influence Digital focused on the following creative elements:

Icons: The recognisable abstract shapes they landed on were designed to be indicative of Cambridge and the festival’s playful disco vibe. The shapes were designed to work across many applications, from large OOH billboards to paid social assets. By simplifying the festival’s look and feel, they enabled its true magic to shine through.

Photography and video: From Cambridge Club 2021, Influence Digital had a lot of beautiful imagery they wanted to highlight on the feed. They discovered a font that sat perfectly on top of the videos and photos, allowing them to take full advantage of all the fantastic footage from the previous festival while relaying information to the audience.

The tone of voice and messaging: Influence Digital aimed to tap into the feelings of freedom and fun in their messaging and have the tone of voice reflect the festival’s appeal. To do this, they developed a word cloud of exciting words that catered to the states they wanted to tap into.

The Results

• 5M impressions on Facebook
• 34k engagements on Instagram
• 261k engagements on Twitter
• 11.4k video views on TikTok

The Conclusion

The Cambridge Club 2022 was a huge success, and Influence Digital’s rebrand presented the festival as fun, fresh and dynamic. Through bespoke icons, high-quality photos and videos, and catered and specific messaging, Influence Digital showed the festival as the place to be in the summer of 2022!