Ogilvy
YouTube Music's Music Museum
Ogilvy won the Global Influencer Marketing Award for Best Creator Partnership Strategy LATAM by transforming a museum into the city's hottest spot without any advertising spending.
In a city renowned for its abundance of museums, Ogilvy leveraged influencers to generate unprecedented interest. The strategy sold out all museum reservations for YouTube Music's Music Museum within three days and attracted over 150 earned influencers, leading to an impressive engagement rate exceeding 8%.
The campaign sparked overwhelmingly positive conversations about the museum, with the only negative feedback coming from those who couldn’t book a visit due to high demand. This success highlights Ogilvy's mastery in using influencer partnerships to create buzz and drive engagement effectively, setting a new benchmark for cultural marketing.
Judges Comments
“The YouTube Music Museum campaign is highly creative and successful, leveraging influencer marketing in an innovative way to generate significant engagement and buzz without traditional advertising.”
