“Half the World” at the National Archaeological Museum

An archaeological artifact dating back three thousand years deserves to be treated with care.

The National Archaeological Museum commissioned us to handle the digital communications for the launch of *La mitad del mundo. La mujer en el México indígena*(Half the World: Women in Indigenous Mexico), an exhibition exploring the role of women in Mesoamerican civilizations. We arrived with a production team, filmed all the exhibits with editorial and aesthetic care, and developed a strategy designed to bring the exhibition to people who weren’t actively looking for it.

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983,449 people reached.
€0.36 per thousand‍

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The strategy was structured around two complementary campaigns: an awareness campaign to build brand recognition on a national scale, and a traffic campaign to engage the Madrid audience most likely to visit in person. Both were supported by audiovisual content produced with the same editorial care as any leading cultural communication piece. The results were competitive even by commercial standards: nearly one million people reached at €0.36 per thousand impressions, and more than 1,000 direct visits to the profile generated by the traffic campaign at €0.05 per visit.

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The campaign pays for the reach.
The story does the rest

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But the campaign metrics weren’t the only thing that worked. The organic content—interviews, background pieces, and exhibition materials—performed on par with the most successful posts in the museum’s history. The clear narrative and careful visual approach gave each piece its own identity. In cultural communication, the difference between content that is consumed and content that is shared often lies in this: whether someone has thought about what story they’re telling before turning on the camera.