Case Study: CuriOdyssey

CuriOdyssey
IlluminOdyssey Winter Light Exhibition


Client: CuriOdyssey
Campaign: IlluminOdyssey Winter Light Exhibition
Agency: WE INC Marketing
Date: Fall 2023 - early Winter 2024

Account Lead: Fran Jamison
Project Manager: Shana Olson
Digital Advertising Partner: ASYMM Digital


Strategic Objectives

Digital Advertising
Partnered with ASYMM Digital to run targeted social media and display ads, focusing on remarketing, CRM targeting, and prospecting new audiences, particularly parents with young children.

Creative Media Buys
Focused on high-performing creatives in Meta and display ads, prioritizing clicks and engagement to drive website traffic.

Out-of-Home & Sponsorships
Leveraged a strategic partnership with Hillsdale Mall for in-mall signs, floor clings, and Google & Meta ads.

 

Results

  • Attendance Success: Surpassed the attendance goal by nearly 40%, attracting 40,604 visitors.

  • Revenue Achievement: Exceeded the revenue goal by more than +42%, generating $325,475.

  • Online Sales Impact: Although 36% of sales revenue was booked online (short of the 40% target), the total dollar amount of online revenue exceeded the goal due to higher overall sales.

  • Expanded Reach: Successfully broadened geographic attendance, particularly reaching further into the East Bay and North Bay regions.

  • Digital Performance: Display ads saw a 19% increase in click-through rate (CTR), achieving 3x the industry average. Meta campaigns focused 80% of investment on prospecting, with strong engagement on both Facebook and Instagram.

  • Creative Excellence: The top-performing display ad sizes (300x600 and 320x50) drove 79% of overall clicks, highlighting the effectiveness of creative optimization.

  • Print & Out-of-Home: Strategic placement in PUNCH Magazine and Bay Area Parent helped drive engagement, though print results varied. The Hillsdale Mall sponsorship delivered significant impressions and provided excellent value for the investment.


“I wholeheartedly recommend the WE Inc team to any organization seeking marketing strategy or implementation services. WE was instrumental in accelerating CuriOdyssey's growth in attendance and revenue, enabling us to beat museum industry benchmarks in COVID recovery. The team's thoughtful and thorough approach, as well as their marketing expertise, made them a dependable partner to our slim in-house resources. Plus, our client team was such a joy to work with—kind, collaborative, and forgiving if we needed a little grace.”

– Sierra Gonzalez, CuriOdyssey Chief Sales & Marketing Officer


Recommendations & Future Opportunities

Refine Media Partnerships: Continue focusing on fewer, high-impact media channels and optimize trackable URLs to better measure effectiveness.

Explore Video Content: Consider integrating video into Meta campaigns to further enhance engagement.

Enhance Sponsorship Opportunities: Build on the successful partnership with Hillsdale Mall by exploring additional sponsorship activations and print options.

Audience Development: Leverage insights from geographic expansion to further diversify and grow the visitor base in future exhibitions.

Revenue Optimization: Focus on increasing the percentage of online sales and exploring new revenue streams through enhanced digital strategies.


 

This case study captures the key achievements and strategies of CuriOdyssey's IlluminOdyssey exhibition, demonstrating how WE INC Marketing played a crucial role in exceeding goals and driving success. Reach out today to see how WE can support your marketing efforts! 

 
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