Great paintings inspiring the future.
A first of its kind influencer programme for the National Gallery’s Bicentenary celebrations - and beyond. We built a community of 200 creators, of whom we commissioned 20 to produce content, resulting in 42 million views across the National Gallery and creators’ social channels.
Sophia Smith Galer - Multi-Award-Winning Journalist, Author and Content Creator
“It’s so rare as a content creator to be presented with an open brief. So a lot of the time when we have brands get in touch with us, they have already pigeonholed us; they’ve already decided, ‘We want you to do this one thing. We want you to mention our brand name 20 times in a video that only lasts a minute and a half!’ without absolutely no regard for the audiences we have. And the brief, instead, for the National Gallery was, ‘Hey, pitch us! And if we like your idea, we’re going to give you the money to make the idea.’”
As Senior Content Manager, I led the strategic direction of 200 Creators alongside project lead and then Social Media and Community Manager, Ellie Wyant, supported by Community Engagement Officer, Millie Gambold, with the oversight of Head of Digital, Lawrence Chiles, Head of Communications, Tracy Jones, and Senior Digital Programme Manager, Lucy Allen and with the legal assistance of Charlotte Booth.
To celebrate our 200th birthday, we brought together a network of creators from across the UK. Our 200 Creators Network, with 20 Creative Collaborators, joined us to celebrate 200 years of bringing people and paintings together, inspired by every element of the Gallery, from paintings in our collection, to work behind the scenes, and the history of our building.
We delivered exciting events in the Gallery to inspire the creators, built buy-in at the highest levels on the organisation to get behind (and invest in!) the content, worked on water-tight legal agreements to protect everyone involved and commissioned incredibly insightful, fun and social first content.
I leveraged a strong relationship with Meta to programme best practice workshops for our creators.
Between us, Ellie Wyant and I shared this exciting programme of work with REMIX Conference, AMA, MuseumNext, The London Art Fair and Social Media in Arts and Heritage Conference. And I went on the Digital Works Podcast.
