Digital Marketing – Shortlist
Meet the Shortlisted entries for the Digital Marketing category in the 2025 Digital Culture Awards, which celebrates outstanding digital marketing efforts in creativity and culture.
The Winner will be announced in the middle of March.
The Shortlist
1. The Postal Museum – Life after Twitter: Embracing a New Social Media Strategy

The Postal Museum Exhibition © The Postal Museum
The Postal Museum is an independent, family-friendly museum that tells the story of 500 years of postal communication and its impact on global society. Based in Clerkenwell, the museum is home to Mail Rail, London’s secret underground railway, where visitors can take an immersive train ride into the historic tunnels.
The museum left X (formerly Twitter) in December 2023 and sought to demonstrate that it could enhance its offering on existing channels, focusing on creating high-quality and innovative content on Instagram and TikTok. By creating specific audience profiles and content strategies that aligned with its values across each platform, it aimed to maximise its appeal to its core followers while also attracting new, younger audiences.
Since employing this new strategy, they have more than doubled their reach and engagement across both platforms, with particular success reaching younger audiences through TikTok.
2. London Philharmonic Orchestra – London Philharmonic Orchestra Social Media
Founded by conductors Sir Thomas Beecham and Malcolm Sargent, the London Philharmonic Orchestra shares its passion for classical music from its Southbank Centre home and globally online.
They said classical music audiences and social media did not mix; but the London Philharmonic Orchestra enjoys a challenge! Following an in-depth review of their social media performance, the Orchestra revised its social media strategy to concentrate on community and brand building, prioritising engagement over promotion and seeking to cultivate long-term audiences. They worked to develop appealing and accessible content across a range of channels, utilising each of the platforms’ unique functions and strengths to cultivate and grow different age demographics and geographical audiences.
As a result, they have doubled the number of followers on multiple platforms, become the most followed professional orchestra on TikTok and seen a 335% increase in engagements on their Instagram activity.
3. The Tank Museum – Tanks, YouTube & The Creator Economy

Photo © The Tank Museum
Based in Bovington, Dorset, The Tank Museum showcases a century of military history through its extensive collection of tanks, informative exhibitions, and special events.
In response to the pandemic, The Tank Museum developed a digital-first fundraising strategy to leverage its online reach and generate revenue. They guided audiences through a structured funnel—gaining attention via their niche social media content, engaging followers to build a community, and ultimately encouraging financial support through targeted fundraising efforts. Key revenue streams included YouTube advertising, membership programs on platforms like Patreon, corporate sponsorships, and a tailored e-commerce strategy.
In 2023 alone it achieved almost 55 million YouTube views – four fifths from outside the UK – and generated more than £2million from non-visitors. This approach highlights how museums can extend their reach beyond physical sites, creating meaningful engagement and financial sustainability through digital platforms.
4. St George’s Bristol – Sing for Happiness

St George’s Bristol Building © Ruby Walker
St George’s Bristol is an acclaimed 580-seat live music venue and charity in the heart of Bristol, committed to creating magical experiences for music lovers and music makers.
Their Sing for Happiness project launched in Spring 2024, in partnership with UWE Bristol – it’s the first large-scale research project of its kind, exploring the links between singing and wellbeing. The project has engaged over 800 people in the Bristol area to date (January 2025), as well as working with local choirs and charitable partners. With no additional project budget, the 3-person marketing team at St George’s has built a digital marketing strategy for Sing for Happiness underpinned by organic, bespoke assets created in-house. In under a year, the St George’s social media following has increased by over 20k, with their videos going viral to over 5 million viewers to date. The project has also featured repeatedly on local and national BBC news and radio.
The halo effect of Sing for Happiness has strengthened St George’s digital reach in championing their ongoing projects, artistic programme and outreach work. They aim to nurture a collaborative, wellness-focused culture of communication within the West of England creative community and beyond. The project continues in 2025.
What next?
Head back to the main Awards page to learn about the Shortlisted organisations in other categories.