Fredrikstad Museum opened a new permanent exhibition, «Østfold i krig». In this context, Fredrikstad Museum came up with a desire to reach Generation Z living in Viken, Oslo and Vestfold. It is a steep order, as the target group does not exactly run down the doors of historical museums. – So, how are we going to reach this demanding target group between the ages of 13-26 with the message that war history is interesting and relevant?
The target group
The target group
The first thing we had to do was uncover the target group’s media habits. Generation Z is not overrepresented in either online newspapers or Facebook, so it was natural to look at other platforms. After some research and early testing, we concentrated on TikTok, Snapchat and Instagram. For Generation Z, social media is the main source of news and information. They look for channels, pages and profiles that provide them with entertainment, educational videos or knowledge.
Solution
The focus was to formulate messages that hit the trend and hyper-current topics, in combination with important information. We started early in the campaign by testing a couple of messages, to see what type of content actually captured the target audience. With the help of such testing, we got a better picture of what kind of content we should focus on. Here we tested both content directly as advertisements, but also first as organic content. Traditionally, we spend most of the money on content placement and less on production. But in this digital campaign, we spent more resources on content production than on placement, and it has paid off.
Result
Never before have we seen this kind of numbers for a campaign. We are proud of this project, because even though we expected a lot of traffic, the commitment exceeded all our expectations. The results show that the target group has certainly been reached, and that the majority of those who engaged with the content are in Generation Z. That says a lot that the content that was published was a good hit. The exposure to this campaign was incredibly high, and the response in the form of likes and comments shows that the target group finds the exhibition interesting.
