de Young - JUST | Global Integrated Marketing Agency

Industry |

Our Role |

With the right media plan, Monet is so money for San Francisco’s deYoung Museum

The de Young Museum - Monet: The Late Years

How JUST helped a storied museum create media harmony—and engaged busy city dwellers with a new exhibit—by “painting” San Francisco with the artist’s work.

The CHALLENGE

Following de Young’s popular exhibit, “Monet: The Early Years,” the museum was gearing up to launch “Monet: The Late Years,” and needed a media plan that would break through a crowded landscape, engage audiences, and promote both art and commerce.

The idea: painting san francisco with monet

During Monet’s later creative period, the artist’s subject was the gardens of Giverny. Ours was the city of San Francisco. We targeted opportunities for high impact and frequency—accentuated by branded content.

Bringing the Idea to Life

We brought the de Young’s Monet exhibit outside the museum walls and into key corridors of the city. We produced a media plan spanning transit wraps, bus shelters, and OOH. Our team integrated these with broadcast television, social media and programmatic, as well as local radio spots and the creation of “Music of Monet,” a content series featuring the artist’s musical contemporaries.

We engaged with the Bay Area through a mix of digital and traditional media channels.

OOH Placements

161,223,024 Impressions

We combined placements on hundreds of transit shelters, light rail cars, and bus wraps with strategic media buys throughout the city for maximum exposure at minimal cost.

Broadcast Radio and Television

2,063,384 Total Impressions

We paired strategic television placements with targeted public radio outreach, including the creation of the branded content program, “Music of Monet,” to capture the audience with the highest likelihood for attendance.

Newspaper

761,300 Total Circulation

We reached an art-loving audience throughout the Bay Area with targeted buys in magazines, playbills, and newspapers.

Magazine

187,000 Total Impressions

We motivated a wide audience with timely messages about the opening date and a final push before closing.

One of the most successful showings in museum history and a campaign that left a lasting impression

0 %

of total attendance goal

online ticket CONVERSIONS

0 %

of revenue goal achieved

Recognition

AVA Digital Awards
Honorable Mention: Audio Program

sfBIG

Winner: Best Use of Branded Content
Winner: Campaign of the Year

Our Impact

Leveraging our robust media plan, the exhibit vastly outperformed previous ticket sales—ultimately becoming the second most revenue-successful exhibit in the museum’s history. We exceeded industry benchmarks by producing thousands of ticket sales directly converted by social media.