In 2019 Museum Prinsenhof Delft organised a special exhibition about Pieter de Hooch. This exhibit became the first one that worked with time slots. This required a specific online approach.
Online conversion was the primary goal. Around 10% of visitors was expected to come from other countries, and 90% from The Netherlands. The target audience mostly consisted of culture lovers, aged 45 and over.
The campaign goals were:
To get the best result, we chose a mix of means: prettysocial media, display advertising, Facebook advertising and video advertising (pre-roll). The exhibit could be viewed for 4 months. This is why we chose to divide the campaign into different flights. Every flight had its own goal. We also set up a pre-flight, in which we excited the target audience before the exhibit opened. This also allowed us to gather data.
The online display banners were primarily shown to people aged 45 and over, with a higher gross disposable income. The campaign scored with a CTR of 0.15%, considerably higher than the benchmark of 0.05% up to and including 0.07%.
To reach foreign visitors, we chose to show banners on websites in Belgium, France and Germany. We were also able to reach French people in The Netherlands by targeting devices that were set up in the French language. We also targeted all visitors of French domains (such as LeMonde.fr, LeFigaro.fr and LeParisien.fr) and applications.
The international campaign reached an overall CTR of 0.19%. A great results because it was to be expected that many of these foreign visitors had never heard of Museum Prinsenhof Delft.
For an exhibition of this size it’s important to involve the right expertise in realising all the different elements of the marketing strategy. New Sales Company advised us on the online campaign. The team is knowledgeable, flexible, proactive and very service-oriented. As a client you experience that they do everything in their power to achieve good results and make the campaign successful.
Nathalie - Sales Manager
“Reaching your audience is what we do. Especially within the cultural, non-profit and automotive sector we have that little extra knowledge that we add to the online campaign. Want to know more? Call or send an email!”
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