Cabaret Mademoiselle are the scene-stealers of Brussels’ nightlife, and they’ve joined forces with Brussels City Museums to showcase some of the city’s cultural and historical highlights.
“The idea is to support residencies and innovative projects in our cultural sites…” explains Delphine Houba. Houba is the Alderwoman for Culture, Tourism and Major Events for the City of Brussels.
The videos created follow the stars of Cabaret Mademoiselle as they visit the City Museum to admire the model of 13th-century Brussels, the St Michael weathervane, the Saluces altarpiece, the sculpted prophets of the Town Hall, the painting of the 1695 bombardment of the Grand-Place and of course Manneken Pis.
I caught up with project manager Rémi Foulon and also Eléonore Duchêne – the community manager of the Brussels City Museum – for a behind-the-scenes look at the collaboration with Cabaret Mademoiselle.
Who is your target audience for the content that has been created with Cabaret Mademoiselle?
The idea to collaborate with Cabaret Mademoiselle was to reach an audience that doesn’t really visit or even know our museum. It was also a way to attract new followers to our Facebook page, and also to create new and fun content for our current followers on social media.
Will you be able to measure the effectiveness of the content that has been created?
It will be difficult to measure the impact of the videos on the number of visitors at the museum but we received some comments from people saying they wanted to come to the museum – we hope we will have some new visitors in the near future.
We can measure the effectiveness of our content with the number of views per video. The Cabaret Mademoiselle videos are each reaching an average of over 4,250 people. Other videos usually reach around 1,000 people.
Drag now has such a mainstream place in our culture, would you be surprised if you get any negative feedback to this campaign?
So far, we’ve received one negative comment on the first video. Otherwise, the reaction has been incredibly positive.
We were prepared to receive negative comments – as that’s quite common on social media – but we are extremely happy with the feedback we’ve received.
It was also a good exercise in crisis communication – it was important for us to reply to that negative comment in a very factual, non-emotional way, and it worked pretty well.
Will we see more content from Cabaret Mademoiselle?
We have another project with Cabaret Mademoiselle – on the Facebook page @GardeRobeMannekenPis. Each video features a fashion critique of a costume designed for the Manneken-Pis.
What do you hope that people feel when watching the Cabaret Mademoiselle content that’s been created?
We want people to know that the Brussels City Museum is a safe space and that everyone is welcome.
Most of the audience of Cabaret Mademoiselle doesn’t really know what’s inside the Maison du Roi on the Grand-Place. We hope that the videos will make them want to visit the museum.
The videos bring a new and fresh image of the museum and the collection.
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