The Challenge

In today's rapidly evolving news landscape, traditional news sources face a decline in relevance among younger audiences. Gen Z relies heavily on social media for news, with platforms like TikTok becoming pivotal for shaping their perspectives. VICE World News identified several challenges:

1. Youth Engagement: Capturing and retaining the attention of Gen Z amidst competing digital distractions and misinformation.
2. Social Justice: Addressing critical social justice issues that resonate with younger audiences, such as cultural heritage preservation and restitution.
3. Media Innovation: Leveraging technology and cultural narratives to transform news consumption into actionable social change.

Solution

VICE World News devised a comprehensive strategy to merge cultural storytelling with cutting-edge technology, focusing on three key areas:

1. Augmented Reality (AR) Narratives: Developed over 18 months by a dedicated remote team, VICE's Instagram filters brought history to life. Visitors at the British Museum could activate these filters to unveil the true stories behind artifacts, while global virtual users accessed immersive experiences and podcasts. This initiative aimed to educate and engage audiences worldwide through interactive storytelling.
2. Art and Antiquities Advocacy: Highlighting the transformative potential of art and antiquities in driving social change, VICE explored controversial collection practices, particularly at the British Museum. This approach aimed to spark discussions on cultural integrity and ethical practices in heritage preservation.
3. Engagement through Social Media: Leveraging TikTok, Snapchat, and Instagram, VICE amplified its impact by disseminating compelling narratives and AR experiences. This strategy aimed to foster a deeper connection with audiences, encouraging them to take meaningful actions for social justice.

Results

The campaign yielded impressive outcomes across various metrics, demonstrating its profound impact:

• Social Media Engagement: Garnered 52 million social impressions and a significant increase in conversations surrounding looted artifacts, marking a 317% rise in public discourse.
• Public Opinion Influence: Contributed to a shift in public sentiment, with 78% of Sunday Times readers supporting the return of artifacts like the Parthenon Marbles.
• Trust and Reliability: Enhanced VICE World News' credibility, with 88% of readers perceiving it as a reliable source of information.
• Social Media Growth: Achieved a remarkable 14,600% increase in TikTok followers, totaling 2.4 million, and a 40% rise in Instagram followers, reaching 1.47 million. These metrics underscored VICE's expanding reach and influence in the digital sphere.
• Cultural Impact: Facilitated the restitution of looted artifacts, including the Benin Bronzes and Parthenon Marbles, by influential institutions such as the Smithsonian and the Vatican. This marked a significant step towards cultural heritage preservation and equity.