Digital Marketing Category

Meet the Winner of the Digital Marketing category! 

About Digital Marketing 

This category recognises outstanding digital marketing efforts in creativity and culture. Entries should demonstrate how these initiatives have helped achieve your organisational and audience goals. Entries could include but are not limited to social media activity and strategy, email marketing campaigns, content marketing campaigns, SEO/SEM campaigns, digital advertising, and viral marketing efforts.  

The Shortlist for this category was decided by our external Judge Ranjit Kaur Atwal, Communications Manager at Unlimited – with support from the experts from the Digital Culture Network, and Arts Council England. 

The Winner

The Tank Museum 

Based at Bovington in Dorset, The Tank Museum is the regimental museum of the Royal Tank Regiment and corps museum of the Royal Armoured Corps. 

It explores 100 years of military history through its Impressive collection of 300 military machines, powerful and moving exhibitions, individual human stories, and a programme of special events. 

The winning project 

Following the pandemic, The Tank Museum has sought to expand its reach, raising its profile and developing a global online audience across a range of digital channels including Facebook, Instagram, TikTok, Patreon and YouTube. 

The result has been twofold – increasing and widening access to the museum’s rich collections for people who are not able to visit in person and supporting its fundraising strategy by generating substantial additional income from remote engagement.  

The Tank Museum’s marketing team used social media to grab attention, attract followers and find out what they were interested in. From that, it developed a wide variety of quality content pulling from its unique collection to help retain, nurture and grow this online audience. 

At the same time, it harnessed its improved profile to raise funds through four main channels – advertising revenue on YouTube; membership of sites like YouTube and Patreon; corporate sponsorships such as a partnership with the World of Tanks video game, and eCommerce, promoting products online directly to tank enthusiasts. 

In 2023 the museum achieved almost 55 million YouTube views totalling nearly five million hours of viewing time – with four-fifths of the views coming from outside the UK. It currently has 1.18 million subscribers and produces fresh content weekly, with popular videos including ‘war stories’, ‘tank chats’ and live streams. 

The museum also has more than 540,000 Facebook followers, 410,000 followers, 12 million likes on TikTok, and 750 paid members on Patreon. 

Meanwhile, as a direct result of its digital strategy, in 2023, it generated more than £2 million from non-visitors, including £1.7 million from online purchases. 

The Shortlist

• The Postal Museum – Life after Twitter: Embracing a New Social Media Strategy
  
• London Philharmonic Orchestra – London Philharmonic Orchestra Social Media
  
• The Tank Museum – Tanks, YouTube & The Creator Economy
  
• St George’s Bristol – Sing for Happiness

The Longlist

• Migration Museum – England Without Immigration 
• The Albany – Festive Early Bird Campaign 
• Brighton & Hove Library Service – Community Connect 
• Southbank Centre – Culture, curiosity and community 
• Artichoke Trust – HERD 
• Blast Theory – Cat Royale 
• Dance Umbrella – Moving Dance Online 
• Roundhouse – Roundhouse’s social media transformation 

Get in touch 

Want to learn more about creating and distributing digital content? Our network of Tech Champions can help. 

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