From Corot to Impressionism at Hubei Provincial Museum

Timing: June–September 2025.

Objective: Generate at least 8 million impressions and 500 social posts, and use communications and events to build awareness and drive ticket sales.

Role: I led media outreach, the promotional film, and the in-person event strategy. I led the digital campaign team, partnered with more than 300 creators on Douyin and Rednote, secured 112 news stories, and developed a cross-brand collaboration with Nayuki.

Strategy: We phased the campaign around presales, the opening, and summer to reach audiences at different points in their decision-making. We prioritized travel-guide creators, then lifestyle and art accounts, and tied content to popular searches such as museum reservations, Wuhan travel, and photo spots so visitors could discover the exhibition while planning their trips.

Results: The campaign generated over 14 million impressions and 2,500 user-generated or shared posts. Douyin and Rednote topics generated over 9.68 million impressions. The 112 news stories generated an estimated 3 million-plus impressions. The promotional film earned more than 2 million impressions and stayed within its production budget. The Nayuki collaboration reached 119 stores across Hubei, with an estimated 5 million-plus impressions across online and in-person channels.