Franchise Marketing Across 20+ Markets: Museum of Illusions Ticket Sales

Working with 20+ franchises across North America, our team partnered with MOI to build a high-performing advertising funnel leveraging user generated content.

Campaign Strategy Case Study Consulting Creative Earned Media Featured Owned Media Paid Media

Capabilities used

Franchise Marketing Paid Media Content Production Reporting & Analysis

The short version

Museum of Illusion campaigns drove 145M+ impressions across campaigns and $48.2M+ in revenue from marketing efforts. Anderson managed paid media, owned media, content creation, analytics, conversion tracking, and promotion strategy across 22+ franchise museums.

About the Project

Our partnership with Museum of Illusions began in 2021 with a single location in Dallas, Texas, where we were brought on to optimize their paid media strategy, focusing primarily on social media advertising.

After a highly successful implementation, we were referred to support the launch of their Washington, D.C. location, which became one of the most successful openings in company history. From there, our role quickly expanded to managing advertising for Canadian locations, and soon after, we were entrusted with overseeing paid media for 20+ locations across North America.

Today, we work directly with the corporate entity, coordinating a comprehensive digital marketing initiative across all North American franchise locations, ensuring a consistent, data-driven approach to maximize visibility, ticket sales, and overall growth.

We've executed successful launches in numerous North American cities and continue to help Museum of Illusions expand their reach & growth across the world.

Client:

Museum of Illusions

Product:

Museum/Exhibit

Services:

Marketing consultation, content creation, paid media, owned media, analytics, conversion tracking, data analysis, promotion strategy

THE PROBLEM:

Tracking, Optimization & Driving Consistent Visitation

Museum of Illusions faced several challenges in scaling their paid media efforts and maximizing visitation. First, they needed better conversion tracking to accurately measure the impact of their marketing campaigns across various ticketing platforms, making optimization difficult. Additionally, despite investing in social media advertising, they struggled to gain traction and efficiently convert ad spend into ticket sales. Another key challenge was increasing visitor traffic during weekdays and slower seasons, requiring a data-driven strategy to balance peak demand with consistent year-round attendance.

THE SOLUTION:

A Customized, Scalable Marketing Strategy Designed Per Market

We developed custom marketing strategies for each franchise, partnering directly with owners to drive localized success. By leveraging influencers, user-generated content, and targeted promotions, we amplified virality and increased attendance. Our supercharged paid media funnel optimized ad performance, while collaboration with ticketing platforms improved conversion tracking for better measurement. Additionally, we coordinated location launches and provided strategic consultation on promotions and content to ensure sustained growth across all markets.

Results Summarized:

Through paid social and search, we have generated hundreds of millions of impressions and millions of social shares, significantly boosting brand awareness and engagement. Our efforts have supported the successful launch of new locations in six markets, while developing a scalable, repeatable marketing strategy that continues to optimize franchisee revenue across North America.

With year-over-year learnings, we have refined our approach to ensure consistent growth, increased visitation, and maximized ROI for all franchise locations.