A carefully optimised online and offline campaign that reached art and culture lovers across the Kingdom, the GCC and beyond.
What did iMetric do for the Islamic Arts Biennale? iMetric ran a combined digital and traditional media campaign, closely following audience behaviour to optimise budgets — reaching the Biennale’s sales targets in half the allocated period by focusing on the most effective channels, countries and audiences.
The challenge
Attract the highest number of Islamic-art lovers of all ages — in the Kingdom, the GCC, the Levant, East Asia, Europe and the US — to a landmark cultural exhibition.
What iMetric did
iMetric deployed an online and offline media mix and tracked audience behaviour on digital to optimise spend, concentrating on the channels, countries and regions driving the most ticket sales.
The outcome
- 88,700 tickets — sold to a global art audience
- 221,000 visitors — drawn to the exhibition
- Targets hit in half the time — 718.9K web visits at a 9.51% conversion rate
Services used
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