Illustrative engagement. A representative scenario showing how we approach this kind of work in culture & heritage. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping culture & heritage
Museums, festivals and heritage sites need to understand visitors, build new audiences and show the value of their work to funders and communities.
- Funders expect evidence of impact
- New audiences need different programming
- Heritage tourism depends on visitor experience
Client background
A classical music society, working in Chennai. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A classical music society
- Sector
- Culture & heritage
- Team engaged
- Digital Marketing
- Services
- Social media marketing, Video marketing, Content marketing
Client challenge
The society's audiences were ageing, and posters no longer reached younger people.
Research objectives
- Deliver on the brief: bringing younger audiences to classical music.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Season campaign.
Audiences we typically reach in culture & heritage
VisitorsNon-visitors and new audiencesLocal communitiesArtists and performersFunders and partners
Geographic coverage
Coverage: Chennai. Market: India.
- India
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Short videos
- 3Artist stories
- 4Insight
We created short videos with artists explaining pieces in simple terms and promoted concerts with student offers on social media.
Social media marketingVideo marketingContent marketing
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Explaining the art invites new audiences in.
Recommendations
- Build on the core insight: explaining the art invites new audiences in.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- More students attended the season, and artist videos became the society's most shared content.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: who visits, and who doesn't?