Hawke Media x Getty Museum x Twitter

Getty (@GettyMuseum) is a global arts organization committed to the exhibition, conservation, and understanding of the world’s artistic and cultural heritage. It aims to engage, delight, and educate anyone interested in exploring the arts. While currently closed due to COVID-19, the Los Angeles-based Getty shares art, knowledge, and resources online and welcomes the public for free at the Getty Center and the Getty Villa.
Getty coproduced its first virtual, family-friendly theater presentation called “The ODDyssey” with the Troubadour Theater Company. Working with marketing agency Hawke Media (@hawkemedia), it ran multiple Twitter Ads engagement campaigns to promote this mini-series.
Getty\\\'s main goal for the ODDyssey Twitter campaign was to raise awareness about its mini-series and drive people to its YouTube channel.
Getty chose Twitter to achieve these goals because it wanted to test a social advertising platform that offers creative and unique ways to engage with followers, as well as take advantage of the strong organic following and engagement that Getty already has on Twitter.
For this campaign, Getty primarily targeted follower look-alikes of @GettyMuseum, @thetroubies, and @Red_Tricycle to capitalize on those organic followings. It also leveraged Twitter’s keyword and interest targeting to reach people searching for and engaging with the terms: “getty museum,” “the troubies,” “performing arts,” “theater,” “plays,” “performing arts,” “comedy,” and “parenting K-6 kids.”
As the mini-series and campaigns progressed, Getty also used Twitter’s Tweet Engager remarketing option to re-engage people who saw its Tweets from previous campaigns. This strategy was used to stay top-of-mind with people interested in the series and remind them of upcoming new episodes.
Given its budget, Getty estimated around 10,000 Tweet engagements at a CPE of $0.20, but surpassed those predictions by a long shot. It also ran a similar ODDyssey campaign on Facebook and Instagram which drove relatively similar impressions but a much lower engagement and click-through rate, and a higher cost-per-result.