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The client, a museum network, approached us for a targeted marketing plan. They aimed to reach potential visitors and drive ticket bookings across multiple museums. They had previously run similar campaigns and were looking for the perfect media mix to hit KPIs at a lower cost while ensuring broad reach.
Limited creatives that could cause content fatigue
Varying themes across museums: Culture & History, Culture & Art, Culture & Entertainment, Cultural Heritage, and Children’s Museums
Specific budget allocations for each platform and museum campaign
We took a data-driven, targeted approach, tailoring strategies for each museum and leveraging the client's tech-savvy understanding of metrics. We then suggested the media mix, which included Meta, Google, and TikTok, primarily focusing on conversions. This approach was tailored to align with the individual budgets assigned for each museum.
After obtaining approval, we meticulously crafted and optimized the ongoing campaign, ensuring every detail was scrutinized to maximize its potential. Through continuous monitoring and refinement, the campaign started to yield tangible results within the first month of implementation.
We observed that TikTok was particularly effective in reaching the target audience, driving both traffic and conversions. We thus shifted our focus to conversion-optimized targeting on TikTok, making it one of the top-performing channels.
Here’s what we helped the client achieve with TikTok:
Meta delivered the highest conversions across various adience segments, including interest-based, retargeting, lookalike, and gender-specific targeting (particularly female audiences).
Gender-based optimization: Early results showed a higher conversion rate among females, prompting us to develop gender-specific campaigns and increase the budget allocation for ads targeting female audiences.
Google's Performance Max campaign yielded significantly lower CPAs than traditional search campaigns, leveraging multiple Google platforms - YouTube, Display, Search, Discover, Gmail, and Maps. Utilizing smart bidding, we use Performance Max to relinquish manual bidding control, relying instead on Google's AI to manage bidding and optimize budgets.
Through the PMax campaign, we utilized Google AI across various facets, including audience targeting, creative optimization, attribution modeling, and more, leveraging audience signals provided by advertisers.
We thought of going the extra mile. So, to meet performance KPIs, we also introduced Demand Generation and Display Remarketing campaigns. These additional formats helped drive incremental performance beyond existing strategies.
Through this partnership, Mavlers successfully delivered results that surpassed the client's goals. Happy with our work and exceeding their expectations, they expanded the scope of work and entrusted us with future campaigns.
Looking ahead, our strategy will focus on:
This project showcases the importance of adaptability and data-driven decision-making in delivering outstanding marketing results.