Case Study

Amgueddfa Cymru: My Story of Wales

Wales is rich in history and culture. Everyday, diverse audiences across Wales have unique stories which deserve to be told and heard. The #MyStoryofWales campaign encouraged people to pay a visit to Wales’ national museums and to share their own unique stories or experiences from the museum and their surrounding areas.  


  • To increase our Amgueddfa Cymru Instagram page followers by 500 (currently 4490)
  • To achieve minimum 100 posts with the hashtag #MyStoryofWales across all museum platforms
  • To achieve minimum 200 engagements via sharing, retweets and regrams 
  • To achieve minimum 1 press story per site and 3 for the museum family relating to the campaign in local and regional national press and online press
  • To engage at least 7 influencers / bloggers to work with the museum – 2 working across North Wales / North West areas and 6 in the South Wales / South West areas
Pieces of coverage​
Social engagements​
0 +
#MyStoryOfWales hashtag uses ​
0 %
Instagram following growth
Influencers engaged

Content from the Campaign

To encourage visits, the campaign used through three main components: social media, press and digital marketing. We:
    • Worked with well-known influencers who could share their story for regional Welsh media titles including Hollywood actor Luke Evans (Big Pit & National Roman Legion Museum) and BBC presenter, Huw Stephens (National Museum Cardiff & St Fagans) 
    • Pitched newspaper columnists to share their memories in print and online 
    • Brought travel and lifestyle bloggers and TikTokkers on board to share stories of museum visits on their channels
    • Created a bilingual social content calendar for the Museum’s channels. Instagram Reels were the stand-out!