The MET x TikTok & Douyin
Client: The MET
Partner: TikTok x Hylink
Year: 2019
What business does a museum have on a short video platform? It’s one of the best ways to engage and deepen the connection with young audiences, especially the millennials.
As the Metropolitan Museum of Art (The Met) launched its official account on TikTok and Douyin (the Chinese version of TikTok), we launched an interactive campaign with two challenges to empower people to express their creative ideas.
Here is the first short video I created celebrating The Met’s debut on TikTok, to raise awareness and affinity for the museum and the overall brand amongst the younger demographics. A Chinese version was released on Douyin on the same day.
Following the debut, the engagement campaign was unfolded in two phases, and I also created two videos to introduce the challenges. The first phase, “#SaluteToClassics”, invited TikTok and Douyin users to showcase their best imitation of an artwork scene or act like art figures.
If you were an artwork, which one would you be? Show us through our #salutetoclassics challenge!
The second phase, “#MetGalaStyle”, asked TikTok and Douyin users to post a video of themselves wearing their best outfits inspired by the fashion parade seen on the red carpet at The Costume Institute’s annual benefit, The Met Gala.
Entering the Met’s time capsule. #metgalastyle
The winners of each campaign phase were selected based on how much public engagement their video received, with the ultimate prize being a TikTok & Douyin x The Met co-branded gift set.
The campaign results: #salutetoclassics gained 50.9 million views on TikTok and 1.52 billion views on Douyin. #metgalastyle gained 88.2 million views on TikTok and 470 million views on Douyin. 117.9k user generated content were submitted to the campaign.
