The Powerhouse Museum (@MAASmuseum) launched 100 Climate Conversations, one of Australia’s most ambitious climate-focused cultural project, with 100 of the nation’s leading climate innovators. On the day of launch they wanted to raise awareness and conversations, leading to increased bookings for live discussions and increased downloads of the conversations.
Based on Twitter Internal Data, there were 1.7 million climate change conversations in Australia in 2021 on Twitter.1 The conversations about climate change happening on Twitter are passionate, impactful, and happening in real-time – this is why MAAS decided to join in.
@MAASmuseum’s campaign objectives were mass awareness, engagement, and message association. To achieve this, they decided to go big, with a Twitter Takeover. This put their ads where the conversations start on Twitter, the Explore tab, for maximum impact across 24 hours.
@MAASmuseum also used the hashtag #Powerhouse100 during the campaign to highlight the #100ClimateConversations exhibition. This helped drive more Tweets and created a trending topic related to their campaign.