Social Media Campaign - Sterren op het Doek
A 10-part social media campaign for visual artist Barbara van den Berg to promote her participation in the TV programme Sterren op het Doek on Omroep MAX. Result: 569+ likes and significant visibility on Instagram, Facebook and LinkedIn.
Visit WebsiteThe challenge
Barbara van den Berg is a visual artist from Amsterdam, specialising in portrait collages. In December 2025, she took part in Sterren op het Doek on Omroep MAX, where she created a portrait of presenter Ruben Nicolai.
This was a unique opportunity for exposure, but Barbara needed help maximising the visibility around the broadcast. She wanted a professional social media campaign that would put her work in the spotlight, without having to handle the daily posting and planning herself.
The question: how do you make sure the buzz around one TV broadcast translates into lasting attention for your work as an artist?
The approach
Together with Barbara, I developed a 10-part content campaign that told the full story: from the first day of filming to the reveal on TV and the charity auction.
Every post got three unique text variations, written specifically for Instagram, Facebook and LinkedIn. The tone of voice matched Barbara's authentic, warm personality. All posts were scheduled through Later, so Barbara could focus on her art instead of social media.
The strategy:
- Building anticipation towards the broadcast on 13 December
- Behind-the-scenes content to bring followers into the creative process
- Timing posts at optimal moments per platform
- Strategic hashtags to reach new audiences
- Calls-to-action towards her website and prints
The highlight: 140 likes
The post on the evening of the broadcast was a direct hit. With 140 likes, this was by far the best-performing post of the campaign. The comments poured in: "Incredibly cheerful and so creative!", "I found your work by far the most special", "So incredibly cool and funny!"
This was exactly the goal: at the moment the whole of the Netherlands was watching, Barbara's Instagram was ready with the perfect post to turn that attention into engagement.
The results
The 10-part campaign delivered impressive results on Instagram:
| Post | Date | Likes |
|---|---|---|
| Group photo announcement | 6 December | 105 |
| With fellow artists at NDSM | 8 December | 50 |
| Behind the scenes on filming day | 10 December | 36 |
| Reveal with Ruben Nicolai | 14 December | 140 |
| Signing the artwork | 16 December | 46 |
| Final result + Hartekind auction | 18 December | 73 |
| Sketch in Indian ink | 20 December | 15 |
| Ruben as a child - creative process | 22 December | 31 |
| Making-of blue background | 23 December | 29 |
| Print offer of children's portraits | 25 December | 44 |
| Total | 569+ likes |
The same content was also posted on Facebook and LinkedIn, which considerably increased the total reach.
More than likes: real connections
The value of this campaign wasn't just in the numbers. Barbara received dozens of personal messages from people who discovered her work through Sterren op het Doek. Art lovers asked about prints, fellow artists complimented her technique, and new followers stuck around.
The post about the auction for Stichting Hartekind (children with a heart condition) showed that good content can also serve a good cause. Barbara's portrait was auctioned, and the social media post helped generate attention for this wonderful initiative.
The investment
For this campaign, I charged €15 per post, including three text variations per platform and full scheduling through Later.
Total investment: €150 (excl. VAT) for 10 posts across 3 platforms.
That's less than €0.30 per like, and that's without even counting the Facebook and LinkedIn engagement.
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