Elevating a cultural icon for the social-first era

Amos Rex needed a social-first agency to act as a true extension of their in-house team — elevating their social media presence to match their world-class exhibitions, reaching new audiences, and creating a sustainable model for future success.

Vapa acted as Amos Rex's embedded social media team for six months, managing Instagram, Facebook, and LinkedIn end-to-end. Vapa implemented a proactive 'always-on' content approach: strategic planning, production, publishing, and community management. Vapa also developed and filmed an exclusive content series with the Museum Director and expert guides, produced the museum's first-ever social media playbook, and onboarded their new team into this way of working.

The partnership contributed to the most successful exhibition opening in the museum's history, attracting 70,000 visitors in just six weeks. Vapa produced the highest-performing organic Instagram Reel in the museum's history, and the strategy significantly expanded the museum's digital community by reaching more non-followers than ever before.