Success on Social Media - Scalability and Channel Choice - Royal Armouries Move Fast and Succeed Across Platforms

7 days ago
2 min read

How do you create digital attention that reaches new audiences and truly moves people - both in terms of media coverage and ticket sales? In this webinar, we dive into one of the year’s most remarkable communication campaigns as we invite you to BARC [hacks] on Friday, 28 November, from 10:00–11:00 CET.

Get exclusive insight into how the Royal Armouries in the UK use social media - especially how they engage millions on TikTok through humour, timing, and the platform’s own logic, while also strengthening both storytelling and business development.

Speakers: Katie Glover & Florence Symington

Katie Glover, Communications Officer at Royal Armouries, is one of the most influential voices on the international social media scene within the cultural sector. As an innovator in digital communication, she has set new standards for how cultural institutions can work strategically and creatively with social media.

Together with Florence Symington, Royal Armouries’ Director of Brands and Audiences, they share insights into how they use digital platforms, what to be aware of, how to measure impact, and how to use data strategically.

Award-Winning Campaign

In 2025, Royal Armouries won Marketing and Communications Campaign of the Year at the Museums + Heritage Awards. The jury described the campaign as:

“Bold, funny, and built on vibes (meaning zero budget) - yet a huge success that boosted digital reach and brought many more people through the doors. Slay!”

A strong reminder that it is possible to create high-impact digital campaigns without a large budget - when the strategy and right setup are in place.