How we strengthened audience diversity for the UK’s National Art Charity through influencer management
The backstory
Art Fund is the UK’s fundraising charity for art & culture. To raise funds, they sell the National Art Pass, an annual membership which allows members to enjoy free entry and 50% off major exhibitions at museums all around the UK.
They knew that the arts & culture sector had a problem. BAME audiences were being underrepresented in museums and galleries, leading to a sense of exclusion. Things had to change.
Our main goal was to work with diverse nano, micro and macro influencers who know of and use the National Art Pass to grow a community of BAME culture lovers.
How it went down
Over two years, we’ve worked together on seven influencer campaigns. Six of them focused on promoting the benefits and savings of the National Art Pass to BAME audiences. We then extended our efforts to a national level with The Wild Escape campaign in Spring 2023, where we engaged families, educators, and the BAME community.
For each campaign, we researched, shortlisted and reached out to several diverse creators promoting art, museums, books and experiences. Once those were confirmed, we wrote briefs, signed contracts and managed the relationship - from content creation and scheduling to reporting and measuring campaign success.
The campaigns were delivered on Facebook, Instagram and TikTok through a combination of engaging in-feed content and regular stories created by the influencers.
The results
Across our 7 influencer campaigns in 2022/2023, we generated:
2.6 million impressions
Over 108K social likes
Over 2.8K social shares
Up to 24% engagement rate with the influencer’s content
62% conversion rate from influencer activity
Here’s what they said
“I worked with Social for Good on influencer campaign management for the best part of two years whilst working as a marketing assistant for the National Art Pass. Social for Good are an incredible team of people to work with, professional, efficient and attentive to client needs. We worked on countless campaigns together and I had a truly great experience cultivating new influencer relationships with the help and guidance of this great team. The promotional campaigns we worked on together varied widely in style and content, but all were delivered in a similarly professional and brand-centred way.”
- Lizzie Richards, Marketing Assistant
“We’ve found that influencer marketing is an effective way to promote our membership, our partner museums, and their exhibitions – this content lends itself well to this format as its inspiration for fun, engaging things to do. With Social for Good's careful management, we're able to select content creators who have highly engaged audiences who trust their recommendations, and having the influencers talk about own experiences gives a real sense of authenticity.”
- Rebecca Passmore, Marketing Manager