Driving traffic to The Met Store’s online shop in China

Affiliate programs can extend a collection’s reach, but conversion depends on giving creators more than product features and a sales link. They need an authentic story their audiences will want to watch and share.

For the promotion of The Met Store in China, we engaged 55 influencers to introduce the store and its merchandise to their audiences through original video content. The featured film is one example from the wider campaign, bringing together a variety of The Met products within one engaging visual story.

Rather than presenting each item in isolation, the video connects the merchandise through the artworks, cultural references and creative ideas that inspired it. In the first month following The Met online store’s launch in China, this video contributed more than 95% of the store’s incoming traffic—demonstrating the power of culturally informed influencer content to drive discovery, engagement and conversion.