Unifying Niche Audiences: The Genius of the V&A Campaign

‘If you’re into it… it’s in the V&A’ – This Week's Campaign Crush

Looking back at standout campaigns from last year, ‘If you’re into it… it’s in the V&A’ by adam&eveDDB for the V&A is one of my favourites.

The campaign takes the marketing insight of individualism and pushes it to the extreme. It taps into how online audiences are forming subcultures on platforms like Discord, Reddit, and TikTok, searching for places to belong in an increasingly disconnected digital world.

The V&A campaign cleverly targets these niche tribes by featuring iconic items that represent different subcultures—a football shirt, racing bike, Dr. Martens, and a Warhammer figurine. The message: the V&A is for everyone, but speaks to each individual directly, reaching out to those seeking connection. The hidden campaign messaging on these items felt like an in-joke, adding an extra layer of satisfaction.

The storytelling aspect is also spot on, immersing the audience in deeply personal narratives, like recalling your youth and the bands you listened to. The repeated use of “you” draws the viewer into the story, making it feel uniquely personal and engaging for niche audiences. It’s a masterclass in connecting with people by reflecting their own stories back to them.

The storytelling aspect is also spot on, immersing the audience in deeply personal narratives, like recalling your youth and the bands you listened to. The repeated use of “you” draws the viewer into the story, making it feel uniquely personal and engaging for niche audiences. It’s a masterclass in connecting with people by reflecting their own stories back to them.

Ultimately, the campaign unites increasingly fragmented audiences with the phrase “it’s in the V&A,” creating a shared love of art and culture. It shows how to bring people together under a common cause, despite the rise of individualism.

For me, it’s a great example of using individuality to create a collective purpose, a campaign I know i will draw insight and inspiration from for my own goal of uniting people to care for nature.

Hope you enjoy it as much as I did, is your tribe in there?

I'm firmly in the Dr.Martens gang ☺️