Comms

Building awareness brick by brick.

Thackray Medical Museum

The renowned Thackray Medical Museum asked for our help with part of their expansive £4 million redevelopment project. The Grade II listed museum, based in Leeds, was looking to raise £150,000 to help safeguard their collection for future generations using an ambitious campaign based around every child’s (and most adult’s) favourite: Lego.

Our task was to engage the public with a campaign to build the Victorian building in Lego, with each brick priced at £1. We had awareness, donations and footfall in our sights, producing an integrated plan focussed on strategic social media and PR activity.

Over the course of the campaign, we used an array of tactics to generate interest, engagement and donations. This included press releases and media relations, organic and paid social, competitions and events both on- and offline. We ran a successful offsite event in Leeds’ historic Kirkgate Market with Facebook Live, whilst securing profile pieces and driving influencer and blogger engagement.

The result was a campaign which set the Thackray on a positive path forwards, with a significant increase in both brick sales and footfall to sweeten the pill.

79% increase in brick sales

26% increase in footfall

24 pieces of coverage

Regional including Leeds Guide, Yorkshire Post, Yorkshire Evening Post

595,435 total chances to see

Combined reach of 344,263 across Twitter and Facebook