RoyAl Aviation Museum of Western Canada

Using organic social to reach younger families & re-energize a legacy museum brand.

Services Provided

  • Social Media Strategy

  • Content Creation (Video + Photo)

  • Social Media Management

  • Platform Development

  • Community Engagement

The Challenge

The Royal Aviation Museum wanted to grow its reach among younger families, kids, and modern-day museum-goers— audiences who discover experiences primarily through social media rather than traditional advertising.

With a renewed focus on children’s programming, hands-on activities, and seasonal events, the museum needed a social strategy that could:

  • Bring in new, younger demographics

  • Increase awareness and relevance across Winnipeg

  • Drive real engagement and website traffic

  • Compete with the noise of family attractions — all through organic social alone

Office Hours Social was brought in to modernize the museum’s digital presence, build momentum quickly, and create content that would resonate with the next generation of visitors.

Our Approach

We built a video-first content strategy centered on:

  • Short-form storytelling (Reels + TikTok)

  • Behind-the-scenes looks into programming

  • Kid-friendly, parent-relevant educational content

  • Seasonal campaigns that matched museum events

  • Consistent posting designed to feed discovery algorithms

Across Facebook, Instagram, and TikTok, we positioned the museum as a place where families don’t just visit — they explore, learn, and play.

Instagram

  • Reach up 275% QoQ

  • Follower growth up 78%

  • Reels consistently reached new, younger audiences

  • Link clicks up 225%, driving real action toward tickets & program pages

The Results (First 3 Months)

Facebook

  • 539,000+ views in one quarter

  • 168% follower growth QoQ — far above typical museum growth benchmarks

  • 41% increase in page visits

  • Strong engagement from both parents and returning visitors

TikTok

  • 565 new followers in under 3 months

  • 151,000+ views on early videos

  • High share activity, signaling algorithmic strength & strong youth appeal

Cross-Platform Impact

Across all platforms we saw:

  • Major increases in engagement

  • Higher website traffic and link-click activity

  • Strong interest from families planning visits

  • A clear shift toward a younger, more digitally active audience

Organic social didn’t just generate awareness — it built momentum, community, and real-world action.

The Outcome

In just one quarter, the museum’s digital presence transformed into a high-performing, multi-platform discovery engine — reaching more families, driving program awareness, and building a new generation of followers.

The museum extended its partnership with Office Hours Social to continue scaling this growth through winter and spring programming.