Industry Background
The digital transformation of art and culture has opened new avenues for museums and cultural institutions to engage a wider audience beyond physical locations. In this evolving landscape, reaching the right audience - those passionate about art, lifestyle, and cultural experiences - is key to driving meaningful engagement. This case study explores how the Museum of Art & Photography leveraged HT Media’s digital platforms to expand its reach and amplify participation in its virtual and offline initiatives.
The Brand Ask
Context
The institution sought to extend its traditional exhibits into the digital space while strengthening its connection with art enthusiasts. It aimed to engage a broader audience, particularly those eager to experience art and culture in an online environment.
Campaign Goals
· Enhance awareness and participation in its art and cultural initiatives.
· Engage a wider audience beyond physical visitors through digital outreach.
· Drive meaningful engagement with relevant audience segments passionate about art, design, and culture.
Audience Targeting & Performance
Using HT One Audience, the campaign employed precise segmentation to engage high-intent users across relevant lifestyle and shopping cohorts. Performance-driven targeting ensured the brand connected with the most receptive audiences.
Online Shopping
Luxury Shopping
Home Decor Gardening
Gift Shoppers
Festival Enthusiasts
Family
Testimonial
I just wanted to take a moment to convey our sincere gratitude and appreciation for the work HT Media has done with the Museum of Art & Photography (Art & Photography Foundation) over the past year. Our goal at MAP has always been to meaningfully connect with an audience passionate about art and culture. The HT One Audience enabled us to reach highly relevant segments, including festival enthusiasts, home decor aficionados, and even luxury shoppers. All our campaigns through HT Media delivered strong engagement and a highly desirable CTR of 0.62%. This helped us drive traffic to our website and spread our virtual greetings initiatives beyond the physical confines of the museum to audiences across India. None of this would have been possible without HT Media's strategic approach and precise audience targeting. You have definitely helped us achieve our reach and impact goals.
Hina Siddiqui
Head of Marketing & Communications, Museum of Art and Photography (MAP)
Campaign Highlights
