The pandemic was not easy for the cultural industry*. Yet despite challenges of limitations in the number of visitors, next to well-established, cultural love brands we witnessed the opening of new institutions. One of them was our client, Muzeum Pamięci Sybiru. Our task was to build brand recognition and at the same time ensure ticket sales.
*Out of 4,692 cultural institutions surveyed regarding the effects of the COVID-19 pandemic, more than half (50.2%) assessed that they had experienced its negative effects in three quarters of 2021 (in Q2 2021, 57.8 % of 4,695 cultural institutions). Source: GUS, Financial results of cultural institutions in Poland, January-September 2021.
Muzeum Pamięci Sybiru (The Sybir Memorial Museum) is dedicated to people who from the end of the 16th to the mid-20th century were enslaved and sent deep into Russia, and later the Soviet Union, as well as to those who voluntarily went there. It tells the stories of prisoners of war, exiles and deportees, revealing the great emotions hidden in seemingly ordinary objects while taking visitors to an extraordinary land - the mysterious, beautiful, and at the same time cruel and ruthless Siberia.
Increase in ticket sales of a new cultural institution
Our main challenge was how to ensure conversion (ticket sales) of a new cultural institution while building brand recognition, with the pandemic in the background.
We did research to find out how to target people and make the best action plan.
Phrases:
Sybir - average monthly number of searches 2.3 thousand.
Sybiracy - average monthly number of searches: 1.4 thousand.
Muzeum Sybiru - average: 100 searches
period: July 2020 - July 2021
During the last 12 months, the interest in topics related generally to Siberia and directly to the Sybir Museum was the highest in the summer (July, August, beginning of September).
We decided to take advantage of this trend to enhance the effects of the campaign.
The intensity of the color represents the percentage of searches.
Outside of the Podlaskie Voivodeship, the interest in the phrase "Sybir Museum" is negligible or zero. However, the potential was shown by phrases such as "Sybir" or "Sybiracy".
Our main goal was to sell tickets to the Museum on the landing page and to inform the target audience about the opening of the Museum in September.
STEP 1. Attract new users to the sybir.bialystok.pl website using Google, Facebook and Instagram Ads.
STEP 2. Redirect acquired users to the ticket purchasing page in order to maximize the number of conversions.
Where we’ve seen the opportunity for campaign success:
Display Network
We planned Google Display Network campaign targeted at people interested in topics such as history, museums, exhibitions or cultural heritage, art and theater lovers, people interested in sightseeing and tourist attractions, museums, art galleries + the city (separately Białystok and others)
Facebook/Instagram Ads
On Facebook we were targeting people interested in topics such as history, museums, exhibitions or cultural heritage + the city (separately Białystok and others)
Google Search
On Google search we focused on USERS’ INTENTIONS.
|
AD GROUP |
SEARCH KEYWORDS |
|
Brand |
Sybir Memorial Museum, Siber Memorial |
|
Muzeum Białystok |
Museum Białystok, Sybir Memorial Museum Białystok |
|
Atrakcje Białystok |
Białystok attractions, attractions Białystok, attractions in Białystok |
|
Białystok co zobaczyć |
Białystok what to see, what to see in Białystok, Białystok what to see |
In total, Google Search campaigns contributed to a total of 2,102 conversions *.
The campaign is characterized by high CTR (24,75%) and very low CPC (0,21 zł).
Campaigns on the Google Display Network contributed to most of your impressions and reach. In addition, this channel generated as many as 167 conversions, despite the fact that its main goal is to build awareness among the audience.
The Facebook campaign achieved the highest number of clicks (28, 663) and conversion (2,530, meaning a visit to the payment page), while also contributing to
a significant increase in brand awareness and recognition (1,894,747 views).
The promotion of posts on our clients’ Facebook profile increased engagement in the promoted content and showed that users are willing to interact with it (high CTR 7,66%), which in the future may allow for building an engaged community.
"The main goal of the campaign was to strengthen the awareness and recognition of the Sybir Memorial Museum brand and activities aimed at obtaining conversion - moving to the basket and, consequently, purchasing tickets. The results exceeded the initial estimations many times over. Already in the first month of the campaign, as much as 53% of the assumed three-month goal was achieved. The last month of the campaign brought as much as 203% of the assumed conversions in the form of going to the cart. The campaign also made it possible to precisely define the target audience and diagnose their needs and identify which advertising messages are the most effective. Working with Whites agency was a pure pleasure and opened up many new opportunities. The success was primarily due to exemplary communication and well-set goals. "
Patrycja K. Roman
Marketing and Sales Specialist
Muzeum Pamięci Sybiru
“The effectiveness of the campaigns exceeded the estimated and expected results on many levels. The conversions from the Google Display Network channel was something which rarely happens and proves the value of our approach. The campaign in this channel generated very good results at a very low cost. The search engine campaign was also a success – with a high number of conversions (sales). Good keyword analysis + seasonality + targeting: that’s our recipe for success even in such demanding pandemic times.”
Ewa Tomera
Performance Marketing Specialist
Whites