With 60% more space, Tate Modern’s new Switch House building came with a complete re-hang of the Gallery’s collection. More walls, more art, more reasons to (re)visit. And Tate wanted the world to know.

I put together the social media strategy, digital content, films and brand partnerships for the launch. On Facebook Live (Tate’s debut), people all over the world joined art critic and broadcaster Alastair Sooke’s tour of the new building 15 minutes before the doors opened. It had 135,000 views and reached 656,000 people in 48 hours. While 42,000 people watched director Frances Morris take them on a tour of the new Louis Bourgeois gallery, which reached 500,000 people in under a day.

Part of the plan was to reach new, younger audiences. So I launched a Facebook 360 with BMX star Kris Kyle, which clocked up over two million views in less than a week, as well as an exclusive film with the singer Mabel.

For those curious about Herzog & de Meuron’s new building, I managed the launch of a Weekend Hashtag Project (in partnership with Instagram and Tate’s Photography Curator) with the hashtag #WHParchitecture. I worked with Instagram’s team and galleries from Belfast to Orkney and St Ives across the UK, and across the pond in NYC, to get everyone working together, and I co-ordinated the different activities and channels. #WHParchitecture was featured on @instagram (168 million followers), on the Instagram blog, on Instagram’s Facebook (31.2 million) and Instagram’s Twitter (40.6 million).

Finally, just before the Gallery opened its new doors, I hosted an #EmptyTate with 18 top Instagrammers, sharing 2.6million followers between them. They toured the building with Tate’s Photography Curator, took photos, and shared them with the world.