Case Study: Museum of Fine Arts, Houston turns a blockbuster exhibition into digital growth with Capacity Interactive

Museum of Fine Arts, Houston drives 2,364% Google ROI with Capacity Interactive

The Museum of Fine Arts, Houston (MFAH) faced the challenge of maximizing a blockbuster exhibition and its largest-ever media budget to drive ticket sales, test new digital channels, and intentionally reach Spanish-speaking audiences. They partnered with Capacity Interactive, who provided a comprehensive digital advertising strategy to complement the museum's broader traditional marketing efforts.

Capacity Interactive implemented a multi-channel digital strategy across Meta, Google, Reddit, Spotify, and programmatic display. The solution included dedicated Spanish-language advertising and the integration of influencer and user-generated content. The campaign was highly successful, driving a 2,364% ROI on Google, a 388% ROI on Meta, and a $3 cost per purchase on Reddit. It also delivered millions of incremental impressions and provided MFAH with valuable insights for future audience engagement.

Museum of Fine Arts, Houston