Volume South shared the story of music from South Auckland in a landmark exhibition at MIT Manukau.
Volume Making Music in Aotearoa was at the time the largest homegrown exhibition at Auckland Museum, sharing the story of music in Aotearoa this exhibition was the first of it’s type to tell this story in New Zealand.
This exhibition would reside inside the Manukau MIT campus with a strong student audience the campaign targeted specific demographics in this area with punchy visual and audible assets, social media animation and more.
The exhibitions Volume Making Music in Aotearoa and the subsequent exhibition Volume South relied heavily on guest contributions to tell the story of music in New Zealand.
As part of the content layer of the Volume South campaign I capured images of the contributors next to their submission and captured a short interview with each person.
These intimate stories were shared on social media and proved very popular with audiences online and added an extra depth to the content within the show.
The Volume South digital marketing campaign focused on two main strategies, above the line digital advertising targeting specific audiences with interests linked to the exhibition to drive visitation and a data gathering strategy to define audiences and then turn this information into more targeted advertising, further increasing traffic.
Digital advertising utilised content from the show to create a hero video asset as well as HTML5 banners featuring photography also used within the show was then delivered across social media, GDN network and on specific websites.
I used a bespoke competition platform to run a promotion and used the entrants emails to develop lookalike audiences for targeting in programmatic advertising campaigns
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