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 within the museum, so the 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.
Responsibilities
The Auckland Museum website was the home for the campaign. New stories and content were added around key commemorations, encouraging repeat visits online and visits to the gallery.
The digital campaign aimed to reach new, younger audiences with content made for each channel. A series of short films with poets responding to the stories in the gallery formed the core of this content and was shared across social media.