Museum of Pop Culture Case Study

The Challenge

The Museum of Pop Culture (MoPOP) was bringing their largest exhibition ever to Seattle as the inaugural Marvel: Universe of Super Heroes. This exhibition was custom built in Germany and displayed in Seattle for several months, where is then became a traveling exhibition that went all over the world.

The exhibition featured more than 300 original artifacts, including some of Marvel’s most iconic and sought-after pages, costumes and props, many of which have never-before been seen by the public.

MoPOP needed to blow this marketing campaign out of the water and introduce an exhibition in the biggest way imaginable. This would not only mean revenue for the museum, but also a desire for other museums to request a showing.

See Campaign Creative here: https://portfolio.larabanker.com/portfolio-item/marvel/

The Process

This campaign was developed and executed over the course of two years and included:

Twelve month research, planning and strategy development
Five phase multichannel campaign execution over 9 months
Extensive A/B testing for all advertising to learn behaviors for each segment
Created a highly segmented geo-targeting to draw in foot traffic
Directed all creative, including illustrations, photos, video, and animation
Initiated a blitz ads campaign for the closing of the exhibition, resulting in a quarter of total revenue from the exhibition and the second highest conversion rate of the year

The Solution

Reached revenue goal six months in advance of exhibition closing
Increased average online order by 8%
Secured 27% of total annual digital ad revenue from this one campaign
Increase in ROAS during each of the 5 phases
120% increase in ROAS over the life of the campaign
Documented behavioral differences between audiences for future campaigns
70% increase in online revenue
Experienced the highest attendance ever for a special exhibition and sold out the opening party and weekend

Website

https://www.mopop.org

Skills Used

Paid Ads,Paid Ads,Paid Ads,Branding,Content Marketing,Email Marketing

Industry

Art & Entertainment

Results by the numbers

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