MIKHAIL VRUBEL’S UNIVERSE

The State Russian Museum

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Promotion of “Mikhail Vrubel. To the 165th Anniversary of the Artist” exhibition on the Russian Museum’s social media trough a series of short video clips and release of an online guided tour.

SMM campaign to promote the most visited 2022 exhibition in the Russian Museum – “Mikhail Vrubel. To the 165th Anniversary of the Artist”. Promotion in social media included the publication of a series of videos in “VK Clips” – 12 clips with a story about the most famous works of the artist by the Russian Museum’s guide.

The SMM-campaign was supplemented by a series of online excursions to the exhibition under the general title “Mikhail Vrubel’s Universe”. The RuTube channel of the Russian Museum, as well as social media (Telegram, VKontakte, Odnoklassniki) published a series of online tours of the exhibition with Valentina Gorlova, head of the excursion and lecture department of the Russian Museum. Topics of tours: “Portrait in the creative heritage of the artist”, “Theatrical works by Mikhail Vrubel”, “Fairy tale images”, “Vrubel’s Demons”, “The Prophet theme in the works of the artist”. Overall scope: 877,300.

During the campaign, branded stands with QR-codes were installed in the space of the Russian Museum, linking to a specially prepared VK Clips section about the works of Mikhail Vrubel. The number of referrals via QR codes placed in the museum was more than 1,300, while the total number of views of short video clips was more than 1 million, including the clip with the record-breaking number of organic views for the cultural sector – more than 400 thousand. As part of the outreach campaign, the article “How did critics perceive Vrubel’s paintings more than 100 years ago?” was published on the Yandex-Zen platform. Number of views: 3,300.