The Holburne Museum
The Holburne Museum – one of Bath's most recognised cultural institutions – was hosting the first-ever UK museum exhibition for Mr Doodle, the internationally renowned artist and internet sensation with a global following in the millions. This was a major cultural moment, and the museum needed to match it: reach younger audiences, drive visitors from beyond Bath, and turn online buzz into physical footfall.
The Results
25% visitor increase during the exhibition period
1.3m combined reach across 41 creators (followers ranging from 2k to 250k)
3% average engagement rate across posts
Exhibition won a BathLife Award, with judges noting the visitor uplift
Successfully attracted younger audiences and visitors from beyond Bath
The Strategy
From my database of 1,500+ influencers, I selected 40+ creators and built a segmented strategy targeting three distinct audiences – each with different motivations for visiting.
Local families: Family-focused influencers who showcased the trail elements and accessibility of the exhibition, showing what it's actually like to visit with children.
Gen Z: Digital-native creators whose audiences were excited about contemporary art, street culture, and the cultural gravatas of seeing Mr Doodle's work in a museum setting for the first time.
Metroculturals from London and beyond: The most strategic segment. I targeted creatively engaged influencers from outside Bath and built partnership offers to remove friction – coordinating hotel accommodation and reimbursing travel and café expenses to make visiting easy. The angle was to leave London for this.
Each influencer received loose creative guardrails with specific caption messaging, but was trusted to create content that resonated with their audience.
What the Client Said
"We worked with Betsy to deliver an influencer engagement campaign to help drive younger audiences to our museum. She worked really hard to secure a great range of contacts, and the results were fantastic – the reach and engagement exceeded our targets, and it really helped us to see the potential of marketing the museum in this way. I have no hesitation in recommending her." – Sophie, Marketing Manager, The Holburne Museum
What made this work:
Not all audiences are the same. Gen Z cares about the art. Local families care about the experience. Londoners need a reason to leave the city. I tailored the strategy accordingly.
I identified the influencers strategically, understood their audiences, and created partnership offers (hotel stays, travel support) that removed friction and made visiting easier.
The 25% visitor increase proves that when influencer marketing is done strategically – not just as a reach play – it contributes to moving the needle on business outcomes.
Contact me to discuss your influencer partnerships.
