Professional Documents
Culture Documents
SMWF Group 7 Final
SMWF Group 7 Final
Assignment
GROUP 7
Aishwarya Iyer
Asad Khan
Harsh Goel
Mustafa Husen
Shiva Reddy
Win Campaign- #thegettychallenge
(Source: https://miro.medium.com/v2/resize:fit:2000/format:webp/1*SZ8GoztE1iPUNyjZlUZsDw.jpeg)
(Source: https://miro.medium.com/v2/resize:fit:1100/format:webp/1*-KLg9TF7LHFSiKTt-tvyuQ.jpeg)
(Source: https://www.youtube.com/watch?v=vEVP6MADwek)
What were they trying to accomplish?
(Source:
https://lisa-romero.medium.com/the-getty-museum-challenge-a-social-media-campaign-inspiring-re-creations-of-masterpieces
-edc1e43d2bc1
What was their result due to the platform they were
on?
(Source:
https://lisa-romero.medium.com/the-getty-museum-challenge-a-social-media-campaign-inspiring-re-creations-of-masterpieces
Was it entirely under their control?
Factors under their control:
Innovative and Interactive Challenge
Cross-Platform Promotion
Publication of a Book
(Source:
https://lisa-romero.medium.com/the-getty-museum-challenge-a-social-media-campaign-inspiring-re-creations-of-masterpieces
-edc1e43d2bc1
Was it entirely under their control?
Factors beyond their control:
(Source:
https://lisa-romero.medium.com/the-getty-museum-challenge-a-social-media-campaign-inspiring-re-creations-of-masterpieces
-edc1e43d2bc1
What could other brands learn from this?
Adaptability: The perfect time for the launch of the campaign (Pandemic)
(Romero, 2020)
Curating and Reposting- All the entries made using #gettymuseumchallenge were
reposted
What was the end result?
1 Increase in Engagement : overly 100,000 people participated in the challenge. By using the challenge
#gettymuseumchallenge. (Getty Museum, 2020)
2) New followers: The followers increased by 207% across all platforms, including over 120,000 new
Instagram followers. And approximately 18,000 on Facebook, representing a 366% increase. (Getty
Museum, 2020)
3) International Media Coverage: They received 300 articles on the #gettymuseumchallenge from print,
broadcast, and online outlets throughout the world.
(Getty Museum, 2020)
4) Publication of a Book- Titled "Off the Walls."
Publications has donated $10,000 in profits to charities supporting art and artists.
(Source: https://miro.medium.com/v2/resize:fit:1400/format:webp/1*DSgF-skOVcmG8BD-tI7zcg.png )
What has happened to the Museum since the Campaign
Increased Popularity and Visitors
Recognition by New York Times
Alignment of Future Exhibitions and Installations
Aim
2 Causes
Selling
Gun Violence
(Capitalizing)
Control?
Blind Spot
Did they anticipate this result? If not, should
they have?
Responsible messaging
Sensitivity
Focus on the cause
Prioritize empowerment
What was the end result?
Reputational Damage
Campaign Removal
Missed Opportunity
What has happened to the brand since?
Public Backlash:
The brand was accused of capitalizing on school shootings.
They also called out the brand and the influencer for disabling their comment on
their social media page.
(Source: https://www.indy100.com/tiktok/biore-school-shooting-ad-tiktok )
Public response
On Instagram:
(Source: Instagram
https://www.instagram.com/bioreus )
Public Response
On X:
(Source: X https://wwe.twitter.com )
Audience Reaction
vs
Brand Response
Apology from the Influencer:
Social Media Insight:
The Getty Museum (2020) Resources for Visual Art and Cultural Heritage. Retrieved from
https://www.getty.edu/news/getty-announces-new-book-celebrating-creativity-and-joy/
Arguelles, J. (2022, February 1st). 9 Top Successful Social Media Campaigns of the 21st Century |
The Influence Agency. The Influence Agency: Influencer Marketing Toronto. Retrieved from
https://theinfluenceagency.com/blog/9-top-successful-social-media-campaigns-of-the-21st-century/
Romero, L. (2020, October 28). The Getty Museum Challenge: A Social Media Campaign Inspiring
Re-creations of Masterpieces. Medium. Retrieved from
https://lisa-romero.medium.com/the-getty-museum-challenge-a-social-media-campaign-inspiring-r
e-creations-of-masterpieces-edc1e43d2bc1
References:
The Getty Museum (2020) GettyMuseumChallenge - The Shorty Awards. (n.d.). Shortyawards.com.
Retrieved from https://shortyawards.com/13th/gettymuseumchallenge
Social Blade. (n.d.). Bioré Skincare (@bioreus) Instagram stats summary profile (monthly).
Retrieved from https://socialblade.com/instagram/user/bioreus/monthly
TikTok - Make Your Day. (n.d.).Retrieved from
https://www.tiktok.com/@cecileemax?referer_url=www.pedestrian.tv%2Fnews%2Fbiore-tiktok-sla
mmed-school-shooting-survivor%2F&refer=embed&embed_source=%3Bnull%3Bembed_name&r
eferer_video_id=7235674109273804075