Karen Blixen Museum Rungstedlund

Successful digital transformation of Karen Blixen Museum achieves the highest engagement rate in the museum sector

 
 
 

For over two years, Are You Content? has been responsible for developing, implementing, and managing the digital strategy for Karen Blixen Museum Rungstedlund. The project encompassed:

  • Elevating the museum’s digital presence, ensuring a professional and modern communication strategy while maintaining deep respect for Karen Blixen’s cultural heritage.

  • Strengthening brand awareness, audience engagement, and recognition among key target groups.

  • Driving strategic promotion of the museum’s permanent exhibitions, special exhibitions, and cultural events, including the Rungstedlund Award, literary salons, and public programs, through social media and targeted email marketing.

Elisabeth Nøjgaard, museumsdirektør, Karen Blixen Museum Rungstedlund

"For more than two years, we have collaborated with Are You Content to refine the museum’s digital communication, enhancing both reach and impact. Their up-to-date expertise, strong brand awareness, and ability to maintain a clear strategic direction have been key to establishing a significantly stronger digital presence."

 
 

Anne Hoff Studio, in collaboration with us and the museum, developed a beautiful and flexible social media design based on the museum’s existing identity.

Targeted social media strategy

When we took over the project, the museum’s social media channels had been inactive for a long period. A new strategy was needed to rebuild engagement, grow the follower base, and effectively communicate both the story of Karen Blixen and the museum’s activities.

Content strategy, annual planning, and structured execution

We developed a comprehensive content strategy that combined event promotion, museum storytelling, and historical narratives about Karen Blixen. The historical content consistently achieved the highest engagement rates, making it essential to balance the museum’s core storytelling with its commercial objectives to ensure sustainable channel growth.

To streamline execution, we implemented a structured approach with an annual content calendar and monthly planning. This system allowed both our team and museum staff to efficiently coordinate content production and repurpose material across different platforms.

Key performance indicators

  • Primary KPI: Increase in engagement rate

  • Secondary KPI: Growth in follower count

By prioritising a content-first approach and maintaining a high standard for engaging, audience-driven content, we significantly increased engagement rates before shifting focus to paid social media advertising. This ensured follower growth without compromising engagement quality.

Results

  • 12% engagement rate on Instagram—the highest in the museum sector

  • More than 11,000 followers—more than doubling the previous count

  • 20% increase in museum visitors compared to the previous year

Throughout the execution of the project, we provided skills training and continuous knowledge transfer to the museum’s staff. By the end of the collaboration, the museum had achieved the highest engagement rate in the Danish museum sector — almost on par with the Royal Family’s.

 

High-impact newsletters that drive engagement

Strategic content planning and audience segmentation

We developed a structured content plan that integrated updates on upcoming events, special exhibitions, and exclusive insights into Karen Blixen’s legacy. By conducting in-depth subscriber analysis and segmentation, we ensured that content was highly relevant and tailored to individual audience interests, maximising engagement and reader value.

Measurable impact on ticket sales

A key outcome of our strategy was the direct influence on ticket sales. Each time a newsletter promoted a literary salon or other event, we observed an immediate surge in ticket purchases. In many cases, the museum achieved sold-out events solely through a single newsletter campaign, demonstrating the power of well-targeted email marketing.

Performance metrics

  • Primary KPI: Increase in email open rates

Results

  • 60% increase in email open rates