English Heritage wanted to create an inspiring online event as part of its inaugural Members’ Week in April 2021 – a week-long programme of on-site and virtual events organised exclusively for Members as a thank you for their ongoing support.
The target audience for this event was family Members who receive Kids Rule!, the charity’s magazine for young Members, aimed at KS2 readers aged 7–11 years old.
The online event needed to deliver a rewarding experience for attendees, while expanding the organisation’s family offering. The key challenge was to find a format that would engage the family audience and create an exciting learning experience viewers of all ages could enjoy together from the comfort of their own homes.
Inspired by the growing popularity of draw-along videos on YouTube, we decided to create a virtual draw-along art class fronted by Kids Rule! magazine illustrator, Wesley Robins, in which he showed participants how to draw a caricature of King Henry VIII taken from the pages of Kids Rule! magazine.
During the live broadcast, attendees were given a brief introduction to the artist, before being given a simple step-by-step guide to how to draw the famous Tudor king. This was then followed by a live Q&A session in which they could put their questions to the illustrator.
At the end of the video, participants were encouraged to share their artwork and to look for more history-inspired craft activities on the Kids Rule! section of the English Heritage website.
The event had a great response with over 300 members registering to take part.
The format succeeded in engaging the audience online, with attendees engaged for 91% of the 35 minute session on average.
We also received more than 90+ questions from attendees, with the Q&A segment of the event delivering deeper engagement with the English Heritage brand among family Members.