Creative Strategy Consultant | 3 Months | 2023

This case study highlights the problems and challenges the brand Museum of Solutions (MuSo) faced with social media (Instagram). It explains how the strategies I implemented made an impact which helped them gain over 1,500 followers on Instagram in the span of 60 days

Children’s museums are institutions that contain exhibits and experience-based informal learning programs for children.

Unlike traditional museums that typically have a hands-off policy regarding exhibits, the modern-age children’s museum features interactive exhibits that focus on learning and cognitive developments in a way that supplements a child’s learning process at their respective academic information.About Museum of Solutions (MuSo)

Museum of Solutions (MuSo) is an experiential museum for children being built in the heart of Mumbai. This is an initiative led by the JSW Foundation with a goal to build an inclusive space for children of Mumbai to become ecologically conscious citizens of the planet.

Know more about MuSo here

The brand was struggling to maintain consistent growth on Instagram and with the data provided earlier, it took 2 years for them to reach 6K followers with a team of 1 designer and a content strategist.

From March’23 to April’23, all social accounts had 0 engagement and no content was being published since the team was going through a restructuring process.

Create a backbone for social media success to help the brand build engagement with its current audience.

Provide initiatives and strategies to reach the new audience and build a team that could sustain a workflow for consistent growth.

1. Audience EngagementThe primary challenge was to cater to the current audience and followers. They may have lost interest or have forgotten about the account, which has led to reduced interaction.

2. Algorithmic ImpactAs most of us know, Instagram and even many other social media accounts favour accounts that post regularly and engage with their audience. A lack of activity for over a month had resulted in decreased visibility in their follower feed.

3. RelevanceMuSo caters to a niche audience and to cater to this they had to cope with a solid content strategy. Their Instagram has been relevant to their audience with the content published so far, but there seemed to be a disconnect between their content and their offerings.

4. Competitive DisadvantageExperiential Museums are a thing, many of MuSo’s competitors (local & global) had an advantage and MuSo’s absence on social media has allowed their competitors to gain ground and capture the audience’s attention. e.g Playseum, NMACC, Kidzania and others.

In alignment with the founder and the team’s vision, the overarching objective was to effectively showcase MuSo’s core values and its distinctive offerings in a manner that captivated and engaged the audience.

The primary aim was to ensure that MuSo emerged as a unique and inclusive brand on social media. They wanted to avoid the common trap of becoming just another generic Instagram page focused on education. Hence, the strategy had to be designed in a way that helps the team elevate MuSo’s online presence and provide value beyond the conventional educational content.

The idea of this approach was to ensure long-term success for MuSo’s digital presence and for that, they had to build a solid foundation by outlining the essential fundamentals. This involved a comprehensive restructuring of their ideas, infusing them with a clear and well-defined communication goal. I have provided an overview of some of the strategic steps they had to take and explained how this approach was implemented.

Step 01: Target SegmentationTarget segmentation is the first step in building a strategy because it lays the foundation for effective decision-making and resource allocation. The content had to speak directly to the specific needs of each group, which could help increase the likelihood of engagement for MuSo.

The team had conducted preliminary focused group discussions with users, and based on the insights I received from the data, I identified and aligned the team with these three levels/categories of user groups for their communications.

Step 02: Doubling down on the brand personalityThe brand personality was somewhat clear to the team but it was surely much more complicated to explain to an audience who might not have discovered MuSo (yet).

The fact that their personality was relevant to the real world, it wasn’t simple and clear enough to the audience they wanted to reach.

Hence, Step 03 was crucial in understanding how they could leverage these traits and build content that brings value to both the current as well as new audiences.

Step 03: Analysing Competitor LandscapeWe identified a few other museums that were close to MuSo’s offerings and could potentially become an alternative for MuSo’s audience.

By studying the brand’s competitors, we identified what types of content are producing and what topics they are covering which gave us some sense of tonality they had in all their communications.

This helped us reveal which content formats, styles, and tones resonate with our target audience.

Step 04: Identify Content PillarsUsing the Hero Hub Framework, we identified 3 pillars that would cater to MuSo’s desired audience.

These pillars provide a structured framework for organizing MuSo’s overall content strategy. These 3 pillars represent the core themes or topics that are central to MuSo’s offerings which makes it easier for them to plan and create content.

These content pillars turned out to be super helpful for the team to streamline the content creation process and boost engagement which added value to their overall marketing goals.

The data from their Instagram insights spanning from June 29th to July 28th demonstrates a remarkable success story.

The brand witnessed an outstanding increase of 909% in reach, with 240,000 new eyes on their content.

Overall, post impressions for these three months reached over 251k. We leveraged the two main verticals, MuSo Inspires and MuSo Insider, which got the followers excited about the launch of MuSo. We received a lot of DMs with inquiries about workshops and opening dates, which helped the sales vertical strategize their goals as well. View all insights here

While my scope of work included a marketing strategy for which social media was a part, I also wrote and designed content pieces for them that aligned with my strategy explained above. Most of it was topical and also experimented with a few new modes.

e.g. Barbenheimer, Learning at MuSo, and Internet 101.

My responsibilities encompassed developing a marketing strategy, in which social media played a significant role.

At MuSo, the mission of empowering children through play is both noble and inspiring to me. I am deeply honoured to have had the opportunity to contribute my knowledge and industry experience to this cause. My time at MuSo was characterised by dedication, creativity, and a relentless pursuit of innovation.

These results have immense potential for faster growth and create the positive impact that MuSo is trying to build for children and their learning experience.

I am confident that MuSo will prove to be a beacon of innovation and empowerment in the industry of education and children’s museums. It has been a privilege to be part of this journey, and I look forward to witnessing the continued success of MuSo in the future. :)