Museum of Fine Arts

Museum of Fine Arts

WE SAW A 110% LIFT ABOVE THE MOBILE CTR BENCHMARK FOR THE MUSEUM OF FINE ARTS

Boston’s Museum of Fine Arts (MFA) was looking to use OOH to promote the first featured exhibit since reopening during the COVID-19 pandemic. Combining a specialty billboard on a major gridlocked roadway with a strategic mobile geofence resulted in a high-impact, high-impression campaign.

INSIGHTS

RESULTS

1M

MOBILE IMPRESSIONS DELIVERED

110%

ESTIMATED LIFT IN CTR

6.2 K

CLICKS

SOURCE: OUTFRONT Mobile Network, Internal Study [2018]

DISCLAIMER: OF COURSE, THE RESULT OF ANY CASE STUDY ARE SPECIFIC TO ITS FACTS.  WE CAN’T GUARANTEE THAT ANY OTHER CAMPAIGN WILL DRIVE SIMILAR RESULTS, INCLUDING INCREASED TRAFFIC, END-USER ACTIVITY (CLICK-THROUGH OR SECONDARY-ACTION RATES), OR REVENUE. 
STRATEGY & TACTICS

THE FACTS

Creative Excellence

Keeping the creative consistent across formats allowed for increased brand recognition, while the clear call-to-action on the mobile graphic drove user engagement.

Strategically Placed

The MFA implemented a highly visible campaign using thoughtful placements throughout the downtown, greater Boston, and greater Massachusetts areas, allowing them to reach their target market across multiple touchpoints.

Mobile Retargeting

The mobile portion included a strategically curated zip code group, with retargeting layered in to increase frequency in those targeted areas.

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