When National Gallery came to Lemon Foundation for help they already had an online CRM programme and e-mail communication with their patrons. However the National Gallery need to expand their loyal audience and they believed this could be achieved through utilising their existing e-mail list to help seed a viral campaign.
Lemon Foundation worked with the National Gallery to push the boundaries inherent within a classical gallery to deliver a topical, edgy, humorous and appropriate viral campaign promoting the Americans in Paris exhibition. The campaign was built and tracked by Lemon Foundation and delivered an impressive response rate on a very low budget, delivering visitors to the site at an acquisition cost well below comparable forms of online media.