Pou Kanohi New Zealand at War
Auckland War Memorial Museum
Museums & Galleries
Pou Kanohi is a new permanent gallery at Auckland Museum commemorating the centenary anniversary of the First World War.
Pou Kanohi New Zealand at War is a permanent gallery with the museum a campaign had to be flexible with timeless assets which could be used again and again over the coming years.
A series of smaller burst campaigns were adopted, pushing out promoted content and assets during key days and commemorations such as Anzac Day.
The Auckland Museum website became a content hub and the ultimate destination of all online marketing efforts. Each week new content and experiences would be added to the website encouraging repeat visitation and conversion into visiting the exhibition and associated Volume programming.
The digital campaign sought to attract new, younger, audiences to the museum and this was achieved through rich content delivered in the right channels. Inclusion of social media triggers throughout the exhibition encouraged active participation and social sharing and this was seen with a large uptick in positive social media sentiment.