Rijksmuseum
I led digital content for the national museum of the Netherlands, and modelled the strategy on a mycelium network.
- Reach
- Nearly 70 million people a year
- Engagement
- 7 percent
- Growth
- 60,000 new followers in three months
- Team
- 10 creatives and a large pool of freelancers
Every channel fed the others, the way hyphae move nutrients through a forest floor. Web, social and newsletters became one connected system instead of separate calendars.
Complex scholarship had to stay exact and still be something you would send to a friend. I worked on that balance with copywriters, community managers, SEO specialists, photographers and video makers.
In 2024 the museum became the fastest growing Dutch museum on Instagram. Campaigns included Frans Hals, Lee Ufan and work on environmental issues.
