Our Work

Serpentine came on board looking to establish a stronger presence on TikTok and connect with a younger, digitally native audience. At the time, the platform had little traction, with no clear content direction and minimal engagement despite the gallery’s global reputation.

Approach

The goal was to introduce the gallery to a new generation without losing its cultural credibility. Alongside this, upcoming exhibitions including Suspended States by Yinka Shonibare and Thinking of You. I Mean Me. I Mean You. by Barbara Kruger required digital support that could generate interest beyond traditional art audiences.

Tiktok

The approach focused on using TikTok as a storytelling platform rather than a promotional one. Instead of posting announcements, we built content around context, history, and cultural relevance to make the gallery feel accessible to younger audiences.

We began by reviewing the gallery’s archive, which included decades of past exhibitions dating back to the 1980s. This led to the creation of a short-form series walking viewers through the history of the gallery, designed to introduce the space to people who had never visited before.

View Here

Pre Launch

For upcoming exhibitions, the strategy expanded across in studio interviews and creator-led promotion. We researched and curated guest lists of young creators across fashion, art, and lifestyle who had strong online communities and aligned with the gallery’s audience. These creators were invited to press previews and exhibition launches to generate organic social coverage.

Results

  • The historical TikTok series became the first viral content on the gallery’s page, bringing in a large number of new followers and establishing a clear direction for future content.

  • Content was created at the exhibition preview, resulting in a high volume of organic social coverage, this coverage was unpaid and driven entirely by cultural interest.

  • The gallery saw a noticeable increase in younger visitors attending exhibitions, with a significant rise in Gen-Z engagement across TikTok and Instagram.