Mining a new audience.
Client
/
The Children's Museum
Situation
Things hadn't been the same since Covid.
When we first started working with The Children’s Museum of Indianapolis, we helped them set record attendance numbers. And then, the pandemic hit. Ever since, they hadn’t been able to reach pre-Covid numbers. We set out to change that.
We had a golden opportunity, since The Children’s Museum typically sees its attendance peak during spring break. This year, that lined up perfectly their most anticipated attraction: a Minecraft exhibit. We took advantage of the timing with a tailored media strategy.
Metrics
Approach
We targeted an out-of-the-box audience.
Our strategy targeted the museum’s core audience—parents of kids ages 8 to 15—as well as a new one: gamers between 18 and 26. We started with platforms that have performed well for the museum historically. Namely, display and Meta, where we zeroed in on each of our audiences and optimized according to performance. We also diversified our tactics to reach our new gamer audience on Twitch and Reddit.
As the campaign went on, we monitored real-time attendance numbers and adjusted the flights and budget accordingly. Our finetuning helped maximize results and give attendees a good guest experience, instead of overcrowding the museum.
Results
We broke pre-pandemic records.
In short, the exhibit was a hit. It drew attention and visitors from all over the Midwest and went viral on TikTok. Our media strategy paid off—generating over $235k of revenue and an impressive return on investment: with an ROAS of $5.47 for parents and $4.57 for gamers.
We exceeded our transaction goals by 11%, and that’s not all. We also saw the average transaction value rise almost 25% year over year, thanks to more adult ticket sales. And best of all, we did exactly what we set out to do: beat pre-Covid numbers to set a new all-time attendance record.