Case Study: Madame Tussauds Hong Kong achieves global media insights and measurable campaign ROI with Meltwater's Media Intelligence

Madame Tussauds - Customer Case Study

Madame Tussauds Hong Kong, the first Asian branch of the global wax museum brand perched on Victoria Peak, faces fierce competition from other major attractions and needed better global and China-specific media coverage to keep exhibits relevant and prove marketing ROI. After finding their previous vendor’s coverage incomplete, the marketing team required a tool to monitor international trends, understand visitor sentiment, and measure campaign impact.

Using Meltwater’s Media Intelligence solution, the team gained comprehensive monitoring across news and China platforms (WeChat, Sina Weibo), plus social listening and dashboard reporting for pre/during/post campaign analysis. This helped them identify high-impact celebrity launches—Jackson Wang’s waxwork generated over 23,000 social mentions in six months—and consistently demonstrate marketing performance and ROI.

Madame Tussauds

Bobo Yu

Senior Marketing Manager