MUSEUM EXHIBITION
Social Media Strategy
THE CLIENT
Sarasota Art Museum
THE BRIEF
The Sarasota Art Museum’s Future Now: Virtual Sneakers to Cutting-Edge Kicks exhibition explores design, innovation, and technology in footwear, bringing together sneaker culture, fashion, and cutting-edge design. Karuna Agency was hired to create a social media campaign that promotes the exhibition, increases awareness, and drives foot traffic and ticket sales.
THE EXHIBITION
Future Now explores the intersection of design, innovation, and technology in footwear, featuring over 70 futuristic designs, including 3D-printed shoes, sustainable sneakers, and metaverse-ready footwear. With works from Salehe Bembury, rtfkt, Zaha Hadid, and more, this traveling exhibition makes its regional premiere at the Sarasota Art Museum as part of a six-city national tour.
STRATEGY
The Future Now exhibition is a visually striking and thought-provoking exploration of design, innovation, and technology in footwear. Our social media strategy balances targeting Sarasota’s core museum-going audience (older demographics) while also engaging younger, digital-native audiences who are passionate about sneakers, fashion, and technology.
The goal is to increase foot traffic, drive ticket sales, and position Sarasota Art Museum as a hub for contemporary culture and design through engaging content and strategic storytelling.
GOALS
Increase Foot Traffic & Ticket Sales
Boost Social Media Engagement & Awareness
Expand Audience Reach
Position Sarasota Art Museum as a Cultural Hub
Encourage Community Participation
AUDIENCE
Core Museum-Goers in Sarasota
Younger, Digital-First Sneaker & Fashion Enthusiasts
Tourists & Regional Visitors
AUDIENCE SEGMENTS & TARGETING STRATEGY
PRIMARY AUDIENCE
Core Museum Goers in Sarasota
Demographic: Age 50+, affluent residents, snowbirds, retirees
Interests: Arts, culture, museum exhibitions, design, history
Pain Points: Less active on newer social platforms, may not initially understand the appeal of sneaker culture
MARKETING APPROACH
Focus on high-impact visuals, Reels, and TikToks
Use Instagram, TikTok, and YouTube Shorts as key platforms
Partner with sneaker influencers & designers for credibility
Highlight future materials, sustainability, and tech-driven design
TERTIARY AUDIENCE
(Tourists & Regional Visitors)
Demographic: 30-55, visiting Sarasota, interested in cultural attractions
Interests: Travel, arts, architecture, food, local experiences
Pain Points: Uninformed of smaller attractions in Sarasota
MARKETING APPROACH
Focus on the historical and artistic significance of sneaker design
Use Facebook & email marketing as primary channels
Incorporate storytelling & nostalgia about footwear evolution
Leverage in-person events & exclusive previews for members
MARKETING APPROACH
Leverage geo-targeted ads and Sarasota travel blogs
Highlight unique, ‘must-see’ aspects of the exhibition
Partner with local publications & tourism boards
SECONDARY AUDIENCE
Young Sneaker and Fashion Enthusiasts
Demographic: 18-34, design-conscious, streetwear & sneaker collectors, creative professionals
Interests: Fashion, streetwear, sneaker drops, digital art, sustainability
Pain Points: Highly saturated content feeds, short attention spans
WHAT WE DID
CONTENT PRODUCTION
High-quality images and videos highlighting key aspects of the exhibition and designers.
Interactive Instagram Stories, Reels, and TikTok videos featuring behind-the-scenes moments.
Content of visitors engaging with the space.
Installation
events
CAMPAIGN EXECUTION
Sneaker Drop-Style Announcement: Built hype with countdown teasers.
"Step Into the Future" Challenge: Encouraged users to share their most futuristic footwear looks.
Favourite Shoe in the exhibition: Interactive content with visitors.
Live Event Coverage: Instagram Live walkthroughs and curator interviews.
