Manchester Museum's Spider Crab Becomes Social Media Phenomenon
Manchester Museum has transformed a preserved Japanese spider crab specimen into a prominent digital character, significantly boosting its social media engagement. Following the institution's reopening in February 2023 after renovations, digital content creator Tobias Longmate developed a humorous persona for the crab, featuring digitally generated voiceovers and parody videos. The campaign, discussed by Connor Murphy at the Museums & Social Media Summit, led to substantial increases in online metrics, including a 327% rise in impressions and over 13,000 new followers in 2024. The initiative exemplifies a strategic shift towards community-focused communication, using a familiar museum artifact to foster audience connection and participation.
Key facts
- Manchester Museum reopened in February 2023 after a major redevelopment.
- A taxidermied Japanese spider crab became the central character for the museum's social media strategy.
- Digital content creator Tobias Longmate gave the crab a voice and personality through humorous videos and parodies.
- The campaign resulted in a 327% increase in social media impressions and over 13,000 new followers in 2024.
- The approach was presented at the Museums & Social Media Summit by Connor Murphy.
Entities
Institutions
- Manchester Museum
- Museums & Social Media Summit
Locations
- Manchester