Jheronimus Bosch exhibition

The Noordbrabants Museum, for whom offline marketing is their standard practice, has defined and executed a mature online strategy in record time. Insider Jaimy Carpaij has guided the Noordbrabants Museum as a consultant for one year during the big exhibition ‘Jheronimus Bosch – Visions of a genius’.

500 years after the passing of the artist, ten years of work were put into realizing the exhibition. The Noordbrabants Museum welcomed 421.700 visitors during a three-month period. That is more than the total visitors of 2014 and 2015 combined.

The online strategy consisted of a responsive campaign website with the objective to inspire visitors. In three months’ time, the campaign website has attracted more than one million unique visitors.

In line with the objective to inspire visitors, informational e-mail marketing was carried out. These emails consisted of practical information about the exhibition such as opening times, the app and Jheronimus Bosch activities in the city.

Social media played an important role during this campaign to tell the stories behind the exhibition. For this we developed a content calendar for the entire campaign. This successful campaign reached on average 4.000 people per message.

Growth continued with the usage of Google Ad Grants and AdWords. The campaigns were aimed internationally and were translated in six languages. These international search campaigns were interrupted after seven weeks due to being sold out. The Click Through Rate (CTR) of all campaigns had a peak performance at 42 percent and an average of 13.74 percent. With a conversion rate of more than 18 percent and 0.20 euro per conversion, we can only conclude that the search campaign for the exhibition was a success.

Overall a good online foundation was laid out on which can be built further. For every future exhibition of the museum, the marketing mix will be created.