ARKEN × B.dk

The aim was to engage younger audiences through visual storytelling on social media, drive traffic to B.dk and position Berlingske as a modern brand.

As digital editor at Berlingske, I initiated the project with ARKEN: Denmark's first Instagram partnership between an art museum and a media house. Anyone could ‘Fridanize’ themselves – dressing and styling themselves like Frida Kahlo – and post the picture on Instagram with a shared hashtag. The pictures ended up in a single feed, shown both on B.dk and in the exhibition at ARKEN.

Plenty of people went to great lengths to pose as Frida and make it into the feed: almost 130 posts in the first few weeks, and a monthly winner in the InstaFrida competition. For Berlingske, it delivered coverage, marketing and more traffic to B.dk.