Located in the heart of San Diego in Balboa Park, Mingei International Museum celebrates human creativity through folk art, craft and design. Since its opening in 1978, the museum strives to further the understanding of art of the people from all eras and cultures of the world.

Our Objectives

In fall of 2021, Mingei reopened its doors to the public after a major renovation. This marked a pivotal moment in Mingei’s history – re-establishing the museum’s relationship with the community through new spaces and accessible programming. Mingei was also the presenter of San Diego Design Week (SDDW), the annual five-day celebration of design.

Mixte worked with Mingei to promote the reopening and SDDW, and position the museum as a multifaceted space that different creatives, families and all community members can enjoy.

Here’s how we did it:

  • Developed reopening key messages and content plan
  • Created blog posts, social media posts and emails
  • Launched paid video ads on Facebook and Instagram
  • Partnered with Southern California-based influencers to spread the word on social media
  • Created promotional assets and distributed them widely – spreading the word through network of existing partners, flyers at coffee shops and coworking spaces and key community groups

The Outcome

Mingei hosted a successful reopening exactly three years after closing for its construction project. The artistic and local San Diego communities were welcomed into Mingei’s transformed space with free admission the first weekend. 

Visitors were well-prepared for the exhibits ahead, as our blog, email and social media campaigns featured the folk art that makes Mingei such a unique space. By centering the art in our communications, we centered the communities whose stories Mingei helps share with the world. We mixed in teases and sneak peeks of the renovated space to make our audience long to be physically present – something no one took for granted after more than a year of a global pandemic. 

We targeted our core audiences through paid social media ads using a small advertising budget that resulted in high engagement and reached over 26,000 users on both Facebook and Instagram platforms. For audiences not-so digitally inclined, we spread the word through custom graphics and flyers shared in community spaces throughout San Diego, from beautiful Balboa Park to hip coffee shops. Throughout the reopening weekend, we kept social media ablaze with the community’s love for Mingei via partnered influencer content and user engagement through direct messaging, tagged posts, replies and retweets.