The #Gift

A Friday Nights experience at NGV — entry to the Westwood x Kawakubo exhibition with live music, performances and bubbles.

The Industry

Arts, culture and live events

The Influencers

Fashion and content creators with engaged Victorian audiences who love art, style and a great night out.

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Ready to Contra Gift?

The challenge

NGV uses #gifted to partner with creators and put its events and activations in frontof new audiences. This time the spotlight was on Friday Nights — the gallery's afterdark program — built around one of the most talked-about exhibitions of the year,Westwood | Kawakubo, celebrating the work of fashion icons Vivienne Westwoodand Rei Kawakubo of Comme des Garçons.Friday Nights is one of the most intimate ways to experience the collection: the sameworld-class art, but with bubbles in hand, live music in the air and performancesthroughout the space. A completely different atmosphere to a daytime visit.The goal wasn't just to reach people who might want to see the exhibition — it wasto reach the people who'd want to come on a Friday night and experience it as awhole evening out. So NGV partnered with fashion and content creators whoseaudiences live exactly where that crowd does: style-led, culture-curious Victoriansready to get involved.

The solution

The brief was simple — capture the energy of Friday Nights and let creators tell the story their own way. They did, and then some.Creators showed up in force. Out of 120 applicants, 29 were booked, and an exceptional 93.1% went on to post — a follow-through rate well above the norm fora gifted campaign. Each collaboration delivered an average of 4.72 pieces of content, far more than a single-post drop, building NGV a deep, varied library across in-feed posts, Stories and Reels.That volume translated into serious scale. The campaign reached over 2.1 million accounts and drove 3,195 engagements at just $0.06 per engagement. More importantly, it generated genuine noise from a diverse mix of art enthusiasts, creators and everyday people — exactly the broad, engaged audience NGV set out to reach.The result: a standout exhibition, an unforgettable night out, and proof of how powerfully creator partnerships can carry a cultural moment.