MUSÉE DE LA CIVILISATION
The sound of Quebec hip-hop hit the right notes with targeted audiences
Number of employees
100+
Industry
Information and cultural industry
Types of campaign
Brand awareness and consideration
Where?
Greater Quebec City, Levis, and Montreal
What was
the goal?
The Musée de la civilisation, a leading cultural institution in Quebec, pushes the boundaries of tradition with a one-of-a-kind exhibition titled “Word is Bond. The Sound of Rap Queb.” In collaboration with artist and historian Webster, the museum offers an immersive sound experience that transports visitors to the heart of Quebec’s hip-hop culture.
Musée de la civilisation aimed to promote its new exhibition, “Word is Bond. The Sound of Rap Queb” through strategic and personalized digital campaigns. The primary goals were to raise awareness of the exhibition, attract visitors, and convert interest into actual museum visits.
Chosen digital marketing channels
+ Performance Max by Google
The strategy
Musée de la civilisation partnered with PLG to develop a compelling marketing strategy tailored to the target audience’s behaviour. This strategy was meticulously designed, revolving around precise audience segmentation across three distinct phases:
Brand Awareness
The campaign targeted the Greater Quebec City area, Levis, and some neighbourhoods in Montreal, focusing on individuals interested in hip-hop. The goal was to attract the curiosity of users with a strong interest in hip-hop, but who might not typically visit museums.
Acquisition
In this phase, the campaign refined its targeting to reach individuals aged 25 to 45, residing in various neighbourhoods in Quebec City and Montreal, with a keen interest in hip-hop. Digital ads mirrored the traditional ads deployed in bus shelters to ensure perfect consistency across different platforms and maximize engagement. The strategy involved adapting the ad creative to the targeted geographical location by highlighting a hip-hop artist from a specific neighbourhood.
Conversion
The final phase targeted an audience of users who had already shown interest in the exhibition. By addressing this engaged audience, the campaign implemented specific messages and incentives to turn this interest into actual museum visits and promote online ticket purchases.
The ads copywriting were specifically tailored to the targeted neighbourhoods, with a budget allocation to maximize the exhibition’s presence on the channels where the target audience is most active. Ad texts were crafted for each campaign phase (awareness, acquisition, and conversion) to tailor the message to each user journey stage.
This segmented approach created impactful and relevant ads, enhancing the campaign’s effectiveness and optimizing return on investment.
The creatives
Through the development of an attractive and interactive visual content strategy, the campaign was able to design and deploy various digital content, each playing a unique role in achieving the campaign’s objectives.
By incorporating dynamic, interactive visual elements and a localized approach, the campaign aimed to create a strong connection with the target audience, therefore boosting visits and awareness of the exhibition.
Custom motion design
Based on the ads displayed in the city’s bus shelters, these short animations are customized by neighbourhood for more specific targeting.
Compelling visuals for remarketing
Static visuals adapted to different formats to target users who have already shown interest in the exhibition.
Credits
Campaign identity: Les industries Collection
Graphic design of the exhibition: Vincent Tourigny
Photographer: Alexis Belhumeur
Let’s talk numbers
From February 1st to April 30, 2024
%
increase in ticket sales on the website.
%
of tickets sold on the website came from the campaign.
Average campaign conversion rate of
%
Campaign return on investment of
These results demonstrate the effectiveness of our multichannel strategy, the relevance of the content created and our ability to effectively engage the target audience.
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