For almost a century, the Museum of Modern Art (MoMA) in New York City has spent nearly a century helping the public and artists engage with and understand modern and contemporary art. Recognized as one of the world's most influential museums, MoMA's collection spans from the late 19th century to the present and includes over 200,000 works across various disciplines. As MoMA approaches its 100th anniversary, the iconic museum continues to evolve, finding new ways to connect with audiences beyond its gallery walls. With a vast collection and a diverse global audience, MoMA faced the challenge of delivering personalized, engaging experiences. To enhance its digital strategy, MoMA turned to Wunderkind, leveraging innovative technology to expand its reach, optimize customer engagement, and drive meaningful connections through personalized email and SMS marketing. Here's how MoMA transformed its digital approach to keep art lovers engaged in a rapidly changing digital landscape.
MoMA needed a way to reach and engage its diverse audience segments but faced growing challenges that couldn't be solved in-house. Increasing privacy restrictions, rising customer acquisition costs on platforms like Facebook and Google, and the need for personalized messaging across different cohorts-trustees, members, and rewards members-made it difficult to connect effectively. With 4,000 SKUs and a broad demographic to serve, delivering tailored messaging at the right time was critical. Additionally, maintaining brand integrity while operating with a lean team required a highly efficient solution.
MoMA partnered with Wunderkind to enhance audience reach, personalization, and marketing efficiency. Wunderkind's Identity Network helped expand MoMA's reach despite privacy restrictions, identifying and engaging more potential customers. By seamlessly integrating with MoMA's ESP, Wunderkind optimized email and SMS marketing with highly personalized messaging tailored to different customer cohorts. Additionally, gamification and creative testing improved opt-in rates and customer engagement. Transparent reporting and analytics provided clear performance insights, enabling MoMA to refine strategies and justify investment.
With Wunderkind's support, MoMA significantly improved audience reach, engagement, and marketing efficiency. The Identity Network increased opt-ins and customer acquisition, while personalized email and SMS campaigns ensured relevant, timely messaging that drove conversions. Gamification and other innovative strategies further boosted list growth and customer interaction. Seamless integration with existing platforms simplified future re-platforming, and detailed analytics and attribution allowed for ongoing optimization. By remaining lean while maximizing impact, MoMA achieved stronger ROI, better personalization, and improved operational efficiency, strengthening confidence in its marketing strategy.
"The Wunderkind Identity Network has definitely increased our reach. We can see that in our analytics. We can see that we're reaching larger audiences within all of our cohorts of who we're trying to track, where previously we weren't reaching that many."
- Krystina Banahasky, Head of eCommerce, MoMa