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data-cursor="disabled"> <input id="main-search" class="input-control" placeholder="Type your search here" /> <span class="input-group-append"><i class="icon-search"></i></span> </div> </div> <div class="site-search-popular">  </div> <div class="site-search-result" style="display: none; opacity: 1; transform: matrix(1, 0, 0, 1, 0, 0);"> <div class="site-search-result__inner"> <div class="site-search-result__alert"><span></span></div> <div class="site-search-result__list"></div> <div class="site-search-result__loading"> <img src="https://www.ddb.com/wp-content/themes/ddb-theme-1.8.8/base/images/loading.gif" alt="loading" style="width: 50px" /> </div> <div class="site-search-result__more"> <a rel="" class="button is-outlined with-loader "> <span>Load More</span> </a> </div> </div> </div> </div> </div> </div> </header> <div class="site-wrapper" data-disabled-scrollbar id="main-content"> <article> <div class="content-wrapper"> <section class="section section--first section--bg-white content-theme--white" data-scroll-disabled> <div class="section__inner"> <div class="component component--no-p"> <div class="masthead masthead--main masthead--full"> <div class="masthead__image"> <div class="image-cover" role="img" aria-label="Whatever your interests, the V&A has something for you" style="background-image: url('https://www.ddb.com/wp-content/uploads/2024/05/01_VAbrand_hero-scaled.jpg'); "></div> </div> <div class="masthead__content"> <span class="title is-4 is-uppercase" style="display:block;padding-bottom:0.5em;"><a href="https://www.ddb.com/creative/client/va/" style="color:#fcfd56;">V&A</a></span> <h1 class="title is-1">Whatever your interests, the V&A has something for you</h1> </div> </div>  <div class="component"> <div class="container"> <div class="summary__description content" style="margin-top: 0" data-scroll-disabled="md" data-speed=".5" data-opacity="-.002"> </div> </div> </div> </div> </div> </section> <section class="section section--bg-white content-theme--gray" data-bg="#FFFFFF" data-scroll> <div class="section__inner"> <div class="component"> <div class="container"> <div class="columns is-centered"> <div class="column column--layout is-10"> <div class="content"> <p><strong>adam&eveDDB London | V&A</strong></p> </div> </div> </div> </div> </div> <div class="component"> <div class="container"> <div class="columns is-centered"> <div class="column column--layout is-10"> <div class="content"> <p><strong>Insight:</strong><br /> Most people in the UK have heard of the V&A but less than a third were familiar with the museum and its collection. Further qualitative research revealed our audience didn’t think the museum had anything relevant to their interests.</p> <p>The campaign had to familiarize this audience with the museum as a focus group discussion would. In short, we had to prove the V&A was relevant to people’s interests.</p> <p>Our communications therefore aimed for relevance at all costs through forensic targeting, matching objects from the collection to the kinds of people who would be most likely to be interested in them.</p> <p><strong>Impact:</strong><br /> The campaign gained 37 million impressions as a result of online virality and widespread coverage in national press, which was 98% positive. Searches for the V&A shot up 23% over the course of the campaign, and searches for the campaign’s featured items in the V&A collection went up by up to 12,000%. There were more than 300k engagements with the campaign’s content on social media.</p> <p>“If you’re into it, it’s in the V&A” successfully changed perceptions of the museum. People are now 47% more likely to say the V&A is a place for me and 51% more likely to say it’s relevant to them. Awareness increased by 28%. But the campaign didn’t just shift opinion, it changed behavior too. People are 56% more likely to recommend the V&A to someone and 37% more likely to visit.</p> </div> </div> </div> </div> </div> <div class="component"> <div class="container video "> <div class="columns is-centered"> <div class="column column--layout column--media is-10"> <video id="videojs-1732688789" class="video-js ddb-video-theme ratio-16by9" controls preload="auto" width="640" height="360" poster="https://www.ddb.com/wp-content/uploads/2024/05/01_VAbrand_hero2-scaled.jpg" data-setup="{}"> <source src="https://player.vimeo.com/progressive_redirect/playback/948353156/rendition/1080p/file.mp4?loc=external&signature=73eea029f34050d307e756b7a20df16f9c95be0c500cb4749aeb44a23d33064b" type="video/mp4"> </video> </div> </div> </div> </div> </div> </section>  <section class="section section--bg-white content-theme--white" data-bg="#FFFFFF" data-scroll-disabled> <div class="section__inner"> <div class="component component--no-p"> <div class="showcase-related"> <div class="showcase-related__inner"> <div class="showcase-related__item"> <article class="showcase-box showcase-box--previous" data-url="https://www.ddb.com/creative/an-unlikely-platform-for-womens-sports/" style="background-color: #dd9933"> <div class="showcase-box__order"> <span class="title is-4">Previous Project</span> </div> <header class="showcase-box__title"> <h4 class="title is-4"> <a href="https://www.ddb.com/creative/an-unlikely-platform-for-womens-sports/">An unlikely platform for women’s sports</a> </h4> </header> <div class="showcase-box__inner"> <div class="showcase-box__content"> <div class="image-cover " role="img" aria-label="An unlikely platform for women’s sports" style="background-image: url('https://www.ddb.com/wp-content/uploads/2024/05/02_IFOODbrand_hero.png'); "></div> <footer class="showcase-box__meta"> <span class="showcase-box__meta-item">iFood</span> <span class="showcase-box__meta-item">Ad Film</span> <time datetime=""></time> </footer> </div> </div> </article> </div> <div class="showcase-related__item"> <article class="showcase-box showcase-box--next" data-url="https://www.ddb.com/creative/reporters-without-borders-combats-censorship-with-gaming/" style="background-color: #ffffff"> <div class="showcase-box__order"> <h5 class="title is-4">Next Project</h5> </div> <header class="showcase-box__title"> <h4 class="title is-4"> <a href="https://www.ddb.com/creative/reporters-without-borders-combats-censorship-with-gaming/">Reporters Without Borders combats censorship with gaming</a> </h4> </header> <div class="showcase-box__inner"> <div class="showcase-box__content"> <div class="image-cover " role="img" aria-label="Reporters Without Borders combats censorship with gaming" style="background-image: url('https://www.ddb.com/wp-content/uploads/2021/04/01_Uncensored_Library_island2-1.jpg'); "></div> <footer class="showcase-box__meta"> <span class="showcase-box__meta-item">Reporters Without Borders</span> <span class="showcase-box__meta-item">Ad 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