Sleighing it with
storytelling video

Background

Shrewsbury Museum & Art Gallery (SMAG) was looking to increase its revenue generating activities by offering a Father Christmas experience. In an increasingly competitive festive experience space, they wanted to come up with a way to attract, engage, and convert leads for their Father Christmas workshop experience.

The content needed to evergreen, in that they wanted to be able to use it for a number of years.

How we helped

Wellmeadow started by undertaking research into the types of video content other museums and festive experience providers were producing.  This gave us a few ideas however, none of them had the level of production value we were aspiring to.

We then developed several ideas which we pitched to SMAG.  The result was to focus on a storytelling video centred around a young family's visit to see Father Christmas at SMAG. From the discussion we identified a key elements that needed to be included such as a visit to the museum's shop. Importantly, there was also a requirement to maintain a level of mystery around the actual experience.

With this in mind, we storyboarded a concept which went through several iterations.  Once we had agreed the storyboard, we undertook on-site walkthroughs to get an idea of shot composition. This also helped us to identify areas where the story needed extra shots (or shots removed) in order to make it flow more logically.

Wellmeadow organised all pre-production activities, recruited the cast, and managed logistics. The shoot took nearly six hours and the largely young cast did exceptionally well (as did good old Saint Nick!).

The project demonstrated that with the right appraoch to thinking through the details, story-based videos can be a powerful way to engage with an audience.

Results

↑15k+ video views | 100% ticket sales

This project demonstrated that a creative, story-based video can help to promote and position a brand whilst improving engagement and driving lead generation.