Castiglione Arts & Culture is a cultural exhibition brand that partnered with Terrier Agency to drive awareness of its Marilyn Monroe exhibition in Sydney. We curated a roster of 59 local influencers known for championing cultural experiences, matching the exhibition’s subject matter to audiences already engaged with art, culture, and lifestyle content.
Within just two months, the campaign generated 114 pieces of creator content as influencers shared their firsthand encounters with the exhibition through stories and posts, reaching a combined following of over 2.6 million people.
The culture-first approach ensured the exhibition’s message landed with audiences who had a demonstrated appetite for exactly this kind of experience, making it a standout example of culturally driven influencer marketing in Australia.
Matching a Cultural Exhibition to Audiences Already Primed for It
Rather than casting broadly across Sydney lifestyle creators, the shortlist for the Marilyn Monroe exhibition was built specifically around influencers known for championing cultural experiences — Terrier’s process for culture-first briefs, where fit is assessed against demonstrated audience interest in art, culture and lifestyle content rather than general reach, so the exhibition’s message reached people already inclined to attend.
What 2.6 Million Combined Following Delivered in Two Months
59 influencers produced 114 pieces of content — stories and posts sharing firsthand encounters with the exhibition — reaching a combined following of over 2,637,393 within two months. That is a following and content-volume figure describing how many people were shown the exhibition and how much creator content covered it, not a ticket-sales number, but the speed of it (114 pieces from 59 creators in two months) is what made the culture-first casting approach a standout example of the method for Australian cultural brands.
